Kohl’s Expands Elle

Menomonee Falls, Wisconsin based department store Kohl’s and Lagardère Active this week announced plans to expand its successful exclusive/Private Brand ELLE-branded contemporary lifestyle collection into fashion jewelry and beauty. The ELLE BIJOUX jewelry collection and ELLE-branded line of cosmetics will be available exclusively in Kohl’s stores nationwide and Kohls.com beginning Spring 2012.

The company continues to grow its world-class partnerships as demonstrated by the expansion of ELLE into jewelry and cosmetics. The ELLE-branded fashion collection initially launched in 2007 and due to strong customer response has expanded from apparel into other categories such as shoes and an ELLE DÉCOR-branded line of home goods.

“ELLE has consistently exceeded our expectations in the contemporary category and with its demonstrated success, we are confident the brand will continue to be instrumental in driving our exclusive brand strategy,” said Don Brennan, Kohl’s chief merchandising officer. “Expanding ELLE into additional categories allows us to increase the value proposition to our customer and delivers on our commitment to offer world-class brands in each category.”

“ELLE has always been a lifestyle brand as we strive to inspire style in all aspects of a woman’s life,” said Robin Domeniconi, ELLE Group’s senior vice president and chief brand officer. “Building upon our successful apparel line at Kohl’s is an exciting and appropriate venture for us. With the introduction of these new lines, we can continue to help the Kohl’s customer celebrate their own personal style.”

ELLE BIJOUX will include runway-inspired fashion jewelry, including necklaces, earrings, bracelets and rings. The ELLEbranded line of cosmetics will ultimately include on-trend make-up and color, skin care, bath and beauty and nail products at a great value.

Kohl’s will collaborate with Lagardère Active Enterprises on the ELLE BIJOUX product design, which will be managed out of Kohl’s New York Design Office. Kohl’s will continue to manage the distribution and marketing of all ELLE-branded merchandise.

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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.