Private Brands, J-Lo & O Magazine Drive Kohls Business

Despite the recent breakup of Jennifer Lopez and Marc Anthony are still poised to help Menomonee Falls, Wisconsin based department store retailer Kohls further grow its Private & Exclusive Brand portfolio, this fall with the launch of two new collections.

During Kohl’s second-quarter earnings, Kevin Mansell, chairman, president and ceo, noted that the retailer is “extremely excited about the Jennifer Lopez and Marc Anthony brands.”

Both are set to start rolling out in late August, with the official launches in all stores nationwide and online in mid-September.

“We believe that both brands will resonate strongly with our existing customers and drive new customers into our stores,” he said.

Kohl’s is positioning the brands as “catalysts for September and October,” Mansell continued. “And we would expect [them] to accelerate our already strong trend in exclusive brand penetration.”

In the second quarter, private and exclusive brand penetration “continued to increase … as they were approximately 53% of our sales for quarter, up 335 basis points,” Mansell said.

More specifically, Private Brands like Sonoma and Apt. 9 “performed very well”; exclusive brands, including Food Network and Simply Vera Vera Wang, “achieved very strong double-digit sales increases,” Mansell noted.

Jennifer Lopez introduced the new brand for Kohl’s in the pages of Oprah Winfrey’s O magazine, and even posed in some of the items herself. Lopez’s line is designed to appeal to the everyday woman who wants to take her style to the next level. Eight fans also modeled the clothes in the O magazine spread.



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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.