Kohl’s Plans Private Brand Growth

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.



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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.