It is difficult to find the word Walmart anywhere on the site — an omission that seems anything but accidental, as the giant retailer seeks to rebrand itself for the modern era.

The Lord & Taylor online store on Walmart.com is expected to open in the coming weeks. Lord & Taylor will be responsible for shipping the clothing to customer’s homes. It will continue to sell the same brands in its stores and on its own website at the same prices as it does on Walmart.com.

The two companies declined to disclose financial details of their partnership, like how the revenue would be shared for each piece of Lord & Taylor clothing sold on Walmart.com.

For decades, Walmart built a retail empire as the store offering the lowest prices on staples like toothpaste, milk and cat litter.

But today, the company has higher aspirations — including making its website a “destination for fashion,” said Denise Incandela, head of fashion for Walmart’s e-commerce operations in the United States.

Like many retailers, Walmart is looking to increase its sales beyond its brick-and-mortar stores and find ways to slow Amazon’s steady march toward global e-commerce domination. Last week, Walmart announced it was spending $16 billion to purchase a controlling stake in Flipkart, the leading eCommerce provider in India.