Middle America department store retailer Kohl’s is planning the launch of new Private Brand in 2011. After rolling out a significant number of Private Brands between 2007 and 2009, Kohl’s took a year off. But CEO Kevin Mansell said during Goldman Sachs’ Global Retail Conference, that a new brand is on the horizon.
While he didn’t provide many details, he did say it would be a contemporary, modern brand in the better to best price point.
“We haven’t had any new brand in women’s that hasn’t worked,” Mansell said. “We also have room for newness in men’s.”
Currently, Kohl’s boasts exclusive Private Brand partnerships with Simply Vera by Vera Wang, Candies, Chaps and Rachel Ray, among others. Private Brands currently account for more than half of Kohl’s sales.