Kohl's Corp. has signed agreements to introduce the Chaps Home Collection and a line of women's apparel carrying the Elle magazine brand. The Elle apparel line will launch this spring in approximately 300 Kohl's stores and on Kohls.com, before expanding to all stores by spring 2008.
The discount department store will collaborate on the Elle line with Lagardere Active Media's licensing division, based in Paris. While Kohl's will lead the development, distribution and marketing of the collection, Hachette Filipacchi Media U.S. will coordinate print advertising in the U.S. edition of Elle magazine.
"With consistent double digit growth in readership, Elle magazine is one of the most recognized women's brands in publishing," says Kevin Mansell, president of Kohl's. "We are confident that this brand will resonate with young, hip shoppers."
The Chaps Home collection will debut in Kohl's units this May. It will be designed and developed by Polo Ralph Lauren and manufactured by Kohl's. Both organizations will partner in marketing the collection. Initially, it will contain five fashion bedding collections, along with solid color sheets, towels and bath rugs.
This agreement represents an extension of the Chaps brand at Kohl's. The retailer launched a Chaps men's sportswear collection in early 2005. Men's suit separates, dress shirts and ties followed.
In 2006, Kohl's launched an exclusive Chaps women's sportswear collection, which was followed by boy's apparel, shoes, handbags, intimate apparel, jewelry and an infants' line.
This spring, in addition to the home collection, Kohl's will add Chaps brand girl's apparel. With this year's launch, Chaps becomes the first national brand that Kohl's carries in all of its major departments. Of expansion of the partnership with Polo Ralph Lauren, Mansell says, "We value their confidence in our organization."
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