This Tuesday, Walmart announced a new partnership with KIDBOX, a subscription box service for kids clothing. The partnership will offer Walmart.com customers exclusive, curated styleboxes for kids, minus the styling fees boxes like Stitch Fix often include. Parents – and their children – can expect to received personally-selected styles from more than 120 premium brands including Butter Super Soft, Puma and C&C California. Each box includes four to five items for $48, which offers customers up to 50% off and shipping is free.

Serving kids from infant to age 14, KIDBOX subscription boxes offer sizes 0 to 14 for girls and 0 to 16 for boys and offer a range of items including everything from sweaters and dresses to t-shirts and jeans. Parents can sign up for regular deliveries of up to six boxes a year, based on the seasons, back-to-school and holidays, or they can sign up on demand. As an added incentive, for every KIDBOX stylebox sold, KIDBOX will clothe a child in need through Delivering good.

We are thrilled to partner with KIDBOX to introduce our first kids subscription apparel service offering premium fashion brands at a substantial savings, said Denise Incandela, Head of Fashion, Walmart U.S. eCommerce, in an April 16 news release. Over the last year, we have significantly expanded our portfolio of kids fashion brands as part of our broader effort to establish Walmart.com as a destination for fashion. Our partnership with KIDBOX enables us to round out our offering with additional national and premium kids brands.

Interested customers can sign up at Walmart.com by completing a brief style quiz about clothing preferences, season and childs location. After entering an email address, parents select boy or girl, age (baby to age 14), name, size (including different sizes for tops and bottoms, if applicable) and one of four style profiles: Sporty Athletic, Classic Preppy, Modern Casual and City Cool. Parents can then select from a variety of outfits to share their childs sense of style.

Parents are asked what styles, clothing items and colors they wish to avoid, as well as what types of clothes the child needs more of such as school clothes, weekend clothes, basics, trendy pieces, more tops, more bottoms, accessories, etc. The style quiz also asks what stores parents normally shop at for this particular child including Abercrombie, Macys, Urban Outfitters, Walmart and others, and what makes your child special (e.g., active, shy, chatting, artistic, bookworm), and a place for parents to put in additional information about their child. The final piece is to choose frequency and to enter billing and shipping information.

Walmart has done a lot over the past year to establish itself as a go-to retailer for all things fashion, and were honored to partner with the retailer to expand its kids assortment online, while also saving parents time and offering them the value and convenience of a stylebox, said Miki Berardelli, KIDBOX CEO. At KIDBOX, we pride ourselves on understanding kids’ fashion preferences while also creating moments for them to learn about the importance of giving back. We look forward to bringing KIDBOX to even more parents and kids, inspiring them to do good in their communities and amplifying the voices of our Kids Board of Directors, Little Leaders and Community Moms programs.

Walmart and KIDBOX have a lot of competition in the kids clothing subscription box space, if My Subscription Addictions top 10 list is any indication. Among their competitors are Kidpik, Fabkids, StitchFix, Rockets of Awesome, Mac & Mia and Fitted Tot. Each service ranges in selection and price.

Insider Take:

This is an interesting concept for Walmart to try. The retail giant has tried a variety of new initiatives in the last several years (e.g., crowd-sourced grocery delivery, eBook service with Audiobook subscription, monthly beauty boxes, etc.) They are trying to be more innovative and are competing at a higher level with competitor like Target and Amazon.

While not every one of these ventures will be a raving success, we like that Walmart is testing new opportunities for recurring revenue to see what works. This will not only help it gain market share against competitors, but it will better position the company for long-term success, particularly as people move away from shopping in stores in favor of the convenience of shopping online.