Well, if you are going to force me to actually think about it rather than just fire off one liner advice on the internet to one of the most successful companies

Well, if you are going to force me to actually think about it rather than just fire off one liner advice on the internet to one of the most successful companies in the history of the world like I actually have any idea what I'm talking about: I would try it with some higher-end stuff first, relying on the same distribution system and then slowly moving the most popular online purchases over to it to ensure that the "walmart" feel is eliminated. I'd focus on a high end "organic produce" feel to the website. Target did something similar with it's "Up&Up" store brand stuff, and they have done it with clothing lines as well. The hard part is Walmart admitting to itself that it's image, particularly on the wealthy, online-shopping coasts, is not universally good, and slapping a wally-world star on things is going to drive a lot of good customers away.