Kohl’s Launches ELLE DECOR Private Brand

Wisconsin based Middle America department store retailer Kohl’s and Lagardere Active today announced a multi-year licensing agreement to expand its successful ELLE-branded Private Brand lifestyle collection into the ELLE DECOR line of contemporary home furnishings. This is the first time Lagardere Active Enterprises has entered into a retail partnership with the ELLE DECOR brand, which will be available exclusively in approximately 350 Kohl’s stores and Kohls.com beginning in September 2010.
Building on Kohl’s exclusive and Private Brand strategy, the launch of the ELLE DECOR line supports the continued growth of its brand portfolio, which accounted for approximately 44 percent of sales in 2009, up 2 percent from 2008. The ELLE-branded fashion collection launched in spring 2007 and experienced rapid growth due to strong customer response. The ELLE DECOR collection will be designed and managed out of Kohl’s corporate headquarters in Menomonee Falls, Wis.

“The expansion of our ELLE-branded lifestyle collection into the home category leverages the strong equity from an existing brand and increases its penetration across the store,” said Don Brennan, senior executive vice president of Kohl’s Department Stores. “We continue to differentiate Kohl’s with exclusive, world-class partnerships and remain committed to growing market share.”

“We are excited to extend the successful business partnership with Kohl’s,” says Fabrice A. Plaquevent, CEO, Lagardere Active Enterprises. “ELLE DECOR is America’s most stylish home magazine, and this collection will bring Kohl’s customers style, inspiration and glamour into their homes.”

The ELLE DECOR collection will initially launch with home and domestic products, including decorative pillows, frames, accent items, candles and holders and small furniture at a great value. Prices for the collection will range from $9.99 to $149.99 before any of Kohl’s savings opportunities.

Kohl’s will collaborate with Lagardere Active Enterprises on the ELLE DECOR product design. Additionally, Kohl’s will lead the development, distribution and marketing of the ELLE DECOR collection.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.