Kohl’s Renews Private Brand Partnership With Bobby Flay

Kohl’s today announced plans to renew its exclusive Bobby Flay Private Brand partnership of home and grill products under a long-term license agreement with Bobby Flay. The current merchandise assortment will expand to include more product offerings, which will be available in Kohl’s stores nationwide and Kohls.com beginning February 2012.

The renewal of the Bobby Flay partnership continues to build on Kohl’s successful exclusive and private brand strategy, which accounted for 48 percent of total sales in 2010 and has demonstrated strong, consistent growth over the last several years.

“We are pleased to announce the renewal of our partnership with Bobby Flay and expand the Bobby Flay collection, said Don Brennan, Kohl’s chief merchandising officer. “The line has been a strong performer in the home category and continues to deliver on our commitment to offer world-class brands at an incredible value and differentiate Kohl’s in the marketplace.”

“People stop me all over the country and always ask for my kitchen secrets outside of the restaurant, so having a product line available at Kohl’s that I stand behind, allows me to share those helpful tips and techniques with the home cook,” says Bobby Flay.

The Bobby Flay collection, which initially launched in 2008, will continue to carry the same product categories as before but will increase the volume of merchandise available under the brand, including a variety of housewares, such as dinnerware and serveware; flatware; drinkware; kitchen gadgets and utensils; grilling tools and cutlery; cookware and bakeware; food storage; kitchen textiles and table linens.

A critically acclaimed chef, restaurateur, best-selling cookbook author and Emmy award-winning television personality, Bobby Flay has been a staple on Food Network for 15 years. He can next be seen on his new Food Network series, “Bobby’s Barbecue Addiction,” and as returning host on the network’s #1 show, “Food Network Star,” while continually appearing in “Iron Chef America” and on Cooking Channel‘s “Brunch With Bobby.”



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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.