Quick Facts

• Caraway launched in more than 530 Walmart stores on July 13, 2026, its largest retail expansion to date.
• The partnership puts Caraway products within same-day delivery reach for approximately 50% of the U.S. population.
• Wholesale is now Caraway’s fastest-growing channel, and the brand projects a 50/50 revenue split between DTC and wholesale within five to 10 years.

Caraway debuted its cookware line in more than 530 Walmart stores on July 13, 2026, marking the brand’s biggest retail move since it launched as a direct-to-consumer business. Products are also available on Walmart.com and Walmart Marketplace.

The launch extends same-day delivery access to roughly 50% of the U.S. population. Caraway founder and CEO Jordan Nathan framed the deal as a reach play, not a retreat from DTC. “That kind of geographic reach is something you simply can’t achieve through DTC alone,” Nathan said.

Caraway started with a single wholesale partner, Crate and Barrel, before expanding to Target, The Container Store, Costco, Macy’s, Dillard’s, and Amazon. The Walmart deal is its first mass-market partnership. The brand has served more than 2.5 million households and grown its catalog from six original SKUs to more than 750, with more than 400 patents issued and pending worldwide.

Nathan said wholesale is now Caraway’s fastest-growing channel. The company expects that segment to eventually match DTC in revenue. “For us, this isn’t about moving away from DTC,” Nathan said. “DTC is still the foundation of the business because it’s where we build the deepest relationship with our customers.”

Caraway has raised $70.3 million across three funding rounds, including a $35 million raise in 2022 led by McCarthy Capital. The company said at the time it would use the funds for new products, marketing, and hiring.

The Walmart partnership fits a broader pattern at the retailer. Walmart U.S. net sales rose 4.6% in the fourth quarter of fiscal 2026, with the company reporting continued share gains among households earning more than $100,000 annually. Danielle Lyman, VP of Cook and Dine at Walmart U.S., said the retailer is working to “evolve and elevate” its assortment. “Our customers appreciate design and quality craftsmanship,” Lyman said. “Together, we can make Caraway’s premium cookware more accessible to families.”

Walmart has made several premium moves in recent months. In June, it introduced an exclusive Angus beef line. This spring, shoppers reported seeing Gucci and Dior products appear in its beauty aisles. GlobalData retail analyst Neil Saunders has noted that Walmart is “increasing share of wallet among higher-income shoppers through more aspirational ranges.”

That shift reflects a broader consumer spending trend. Households in the top 20% of income now account for nearly 60% of all consumer spending, according to Moody’s Analytics chief economist Mark Zandi, up from roughly half in the early 1990s.

For Caraway, the Walmart deal targets a customer base beyond the coastal, urban shoppers who found the brand first. Nathan said the in-store environment presents a new challenge. “The biggest difference is that your product has to tell the story on its own,” he said. “When someone visits our website, we have a lot more opportunities to educate them.”

The brand’s near-term focus remains domestic. Nathan said international expansion is on his radar but not imminent. “Our immediate priority is depth in the U.S. rather than a rush overseas,” he said.

Read more: Caraway debuts cookware in over 500 Walmart stores