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11/01/2021

Get the look of ‘The Rocket Man’

Sam’s Club, Walmart debut an exclusive and bold eyewear collection inspired by and from The Rocket Man himself, Elton John.
Dan Ochwat
Executive Editor
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Walmart and Sam’s Club shoppers can experience the look of a legend.

In Sam’s Club stores today and launching in Walmart stores later this week, the Bentonville, Ark.-based retail leader launched an exclusive eyewear line with Elton John, rolling out a range of frames inspired by his look of large and colorful glasses and sunglasses.

Elton John sitting on a table

The Elton John Eyewear line exudes self-expression and creative choices, and along with the launch, Walmart is supporting the Elton John AIDS Foundation, donating a minimum of $1 million annually from sales of the collection to the foundation to support HIV education and awareness.

“Our customers and members are going to love this collection. We’re thrilled to celebrate Elton John’s creativity and iconic style by launching a fun, on-trend eyewear collection that will help customers feel their best, all at an every day low price,” said Janey Whiteside, executive vice president and chief customer officer, Walmart US. “On top of that, we’re proud to shine a light on the work of the Elton John AIDS Foundation and donate a portion of the sales to their important mission.”

A collection of 60 frames under Elton John Eyewear called The Foundations Collection will kickoff the partnership, and it includes 36 frames exclusive to Sam’s Club stores, available in the Sam’s Club Vision Centers and online, and 24 frames exclusive to Walmart later in the week. The frames will retail between $95-$100 and are available in prescription, non-prescription, sun and reader categories.

Each frame is embolized with a signature temple tip silhouette with “E” Star mark and Elton John iconic star brand detailing. All details were carefully planned and crafted, with frames featuring vibrant color attributes, elevated metals and stones, the company said. 

Elton John wearing glasses

Additionally, Sam’s Club will have an even larger assortment of exclusive glasses from the collection, offering its members two additional collections. The Capsule Collection is designed for collectability, showcasing Elton John’s musical journey. “The Formative Years” (Capsule I), represents Elton’s childhood and time as a student in music, so the eyewear reflects its most classic and conventional looks. “The Working Musician” (Capsule II) continues the story, showcasing the time when Elton John discovers Rock and Roll is his true calling. As such, the Capsule II offers next generation styles. Currently, five Capsule Collections are planned. 

And in time for the holidays, Sam’s Club will launch The Master Collection, which draws inspiration from Elton’s personal collection. The Elton John Eyewear will recreate and reissue his most iconic looks with “collector” frames that are only available at samsclub.com. Each frame will be signed, numbered and sold in limited quantities, with retails starting at $350.  

Next year, Elton John Eyewear is expected to offer additional frames, as well as to expand its reach to additional locations across Walmart Inc. retail stores globally. 

“We know Sam’s Club members and Walmart customers look to us for quality, on-trend brands at an amazing price, and the Elton John Eyewear Collection delivers just that,” said Megan Crozier, chief merchant, Sam’s Club. “We’ve created an eyewear line using materials, elements and contours across expressive silhouettes, making the brand feel like luxury at an affordable price, while also telling Elton John’s phenomenal story.”  

In addition to Elton John Eyewear, Walmart customers can also purchase the latest album by Elton John, The Lockdown Sessions, with an exclusive bonus track called Cold Heart (PS1 Remix) by Elton John & Dua Lipa. The CD is available for $13.97 in stores and Walmart.com.