Private Brand Goes Exclusive With Rock & Republic At Kohl’s

Kohl’s, VF Corporation and R&R Apparel Company, a wholly owned subsidiary of VF Corporation, today announced a long-term licensing agreement naming Kohl’s as the exclusive provider and marketer in the United States of all Rock & Republic apparel, accessories and all other merchandise, which will be available in Kohl’s stores nationwide and www.Kohls.com beginning Spring 2012.

“We are pleased to partner with VF Corporation to bring the Rock & Republic brand, a contemporary lifestyle collection known for its quality and style, exclusively to Kohl’s”

The launch of the Rock & Republic brand continues to build on Kohl’s private and exclusive brand strategy, which accounted for 48 percent of total sales in 2010 and has demonstrated strong, consistent growth over the last several years. Further, the Rock & Republic license with Kohl’s represents the first partnership for VF’s recently formed Retail Licensed Brands Group.

“We are pleased to partner with VF Corporation to bring the Rock & Republic brand, a contemporary lifestyle collection known for its quality and style, exclusively to Kohl’s,” said Kevin Mansell, Kohl’s chairman, president and chief executive officer. “Building on Kohl’s successful exclusive and private brand strategy, the addition of the Rock & Republic brand delivers on our commitment to offer world-class brands at an incredible value and continues to differentiate Kohl’s in the marketplace.”

“Rock & Republic is an authentic luxury brand and represents a lifestyle that is aspirational and appealing to many,” said Eric Wiseman, chairman and chief executive officer of VF Corporation. “Bringing the original Rock & Republic brand exclusively to Kohl’s with a compelling new value proposition is a unique and exciting opportunity. VF’s expertise in jeanswear combined with Kohl’s proven ability to develop powerful exclusive brands will be a winning combination that will create new excitement for Kohl’s customers and add yet another growth opportunity to what is already a long and mutually rewarding partnership between Kohl’s and VF Corporation.”

Rock & Republic products will have prominent positioning throughout the store in the contemporary areas. The brand will initially launch in men’s and women’s apparel and footwear. The collection may expand into children’s, accessories and home over time.

VF Corporation will manufacture and supply Kohl’s with the jeanswear for the Rock & Republic collection and Kohl’s will design and source all other product categories, which will be managed out of Kohl’s New York Design Office. Kohl’s will also manage the distribution and marketing of all Rock & Republic 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.