Interesting...we just saw a site for a furnishings line called Canopy for the first time. As we clicked around investigating, we found that it is a Walmart site, meaning Walmart is promoting their own line of furniture, rugs, lighting and linens without really mentioning themselves, even though it is only available at their stores. Even if you click on "About Canopy" it doesn't mention Walmart. Of course, we've seen store brands before, but it just seems odd that the entire identity system for the line and design of the site seems to be keeping the Walmart connection on the down low. Is this a common retail practice that we just aren't aware of?
We're thinking it may be a beneficial move for Walmart in particular, since the Canopy site is promoting the furniture line as "here for the long haul" i.e. strong, good quality pieces - something that may not be the first thought that would leap to mind about furniture from a big box retailer. Also, it may help to distance the line from the not-so-wonderful rep (check these comments from earlier today) Walmart has with many consumers.
Check out the Canopy site here. All photos: canopyliving.com