Jet plans to start selling apparel from niche online sellers that Wal-Mart has acquired over the past year, according to people familiar with the matter. It is expected to add clothes from ModCloth in coming months and Bonobos men's apparel next year, one person said.

Ahead of the winter holidays, the website also plans to introduce a new line of private-label food and other grocery items.

The moves are part of a broader effort by Wal-Mart U.S. e-commerce head Marc Lore to offer shoppers specialty goods that can’t be bought elsewhere and to differentiate Jet from its parent brand. They also shift Jet, which launched in 2015, away from its roots as a discount retailer.

Jet will start selling about 60 food and household products over the next two months, later adding baby, beauty and pet products that aim to give shoppers a more premium option than Wal-Mart’s existing store-brand selection, one of these people said. The items will use shipping-friendly packaging, not packaging designed for products sold primarily from store shelves.

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