Kohl’s Is Simply Excited about Vera Wang

Menomonee falls, Wisconsin based department store Kohl’s Corporation today announced the early renewal of its long-term license agreement to be the exclusive provider and marketer in the United States of all Simply Vera Vera Wang merchandise, a premium lifestyle collection. Kohl’s also announced its plans to expand Simply Vera Vera Wang into cosmetics by Spring 2012 in Kohl’s stores nationwide and Kohls.com.

First licensed by a subsidiary of Vera Wang Group to Kohl’s in 2006, the Simply Vera Vera Wang contemporary lifestyle collection also includes all apparel, intimates and sleepwear, handbags, leather accessories, jewelry, footwear, bedding and bath.

“Kohl’s is pleased to announce the early renewal of its partnership with the Vera Wang Group and expand the successful Simply Vera Vera Wang lifestyle collection into cosmetics,” said Kevin Mansell, chairman, president and chief executive officer of Kohl’s Department Stores. “Leveraging the strength of our exclusive and private brand portfolio allows us to broaden our cross category representation of existing brands and continues to differentiate Kohl’s in the marketplace.”

For Kohl’s, the expansion of Simply Vera Vera Wang into cosmetics demonstrates the strength of its exclusive and Private Brand strategy, which accounted for 48 percent of sales in the third quarter of 2010, up significantly from 2009. Since its launch in 2007, Simply Vera Vera Wang has consistently been a strong performer and is the leading exclusive brand in the women’s contemporary category.

“As part of my incredible partnership with Kohl’s, I will now be able to offer women all over America my own personal regimen for skincare and make-up. It is an easy, light, modern and effortless approach to beauty and creativity,” said Vera Wang. “As a result of my renewal of the Simply Vera Vera Wang contract, Kohl’s amazing ability to grow businesses, and their unique understanding and appreciation of my aesthetic, I am proud to announce this whole new business we are about to launch! For sheer allure and enhancement make-up can inspire individuality, creativity and exploration. Like fashion, make-up is also transformational. I love the artistry of make-up to accentuate, enhance, or create a mood for any time of day or occasion.”

At launch, the Simply Vera Vera Wang branded line of cosmetics will include make-up and color, skin care, bath and body products and beauty accessories. Kohl’s will continue to lead all marketing efforts for the Simply Vera Vera Wang premium lifestyle collection.

Previous articleBuilding Private Brand Success: Three Distinct Views
Next articleHoliday Shoppers Save 33% Switching to Private Brand
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.