The acquisition was part of a broader strategy by Walmart to expand its e-commerce footprint and reach younger, millennial shoppers through its subsidiary, Jet.com. However, the partnership faced significant cultural pushback from ModCloth’s loyal customer base, who felt the indie, size-inclusive brand was a poor fit for the retail giant. Ownership Timeline Modcloth Leaves Walmart and Gets New Tools for Growth | CO

Walmart in March 2017 but has since sold the brand.