Kohl’s Rethinks $1b Sonoma Private Brand

Kohls sonoma frontKohl’s announced this week the re-launch of the billion-dollar private brand, Sonoma Goods For Life, designed to offer a casual and easy lifestyle experience across all product categories to better serve today’s families. As part of Kohl’s focus on delivering amazing product, Sonoma Goods For Life’s new, curated assortment delivers modern, useful and versatile fashion and home essentials and provides customers with goods that help them live smarter, simpler, better lives.

“As part of Kohl’s Greatness Agenda, we want to inspire our customers by giving them amazing products that deepen their engagement with our brand,” said Michelle Gass, Kohl’s chief merchandising and customer officer. “Sonoma Goods For Life is one of Kohl’s largest brands and also represents the greatest opportunity for growth. We’re elevating the collection and creating a more exciting and cohesive offering. We believe that the new Sonoma will resonate with our customers and build great momentum for Kohl’s. ”

“Sonoma Goods For Life is a reflection of how modern families live – rooted in those everyday pieces for your wardrobe and home you can’t live without,” said Michael Gilbert, Kohl’s executive vice president of product development. “Our customers want value they feel good about and products with a purpose that look great, function well and are easy to wear. And that’s exactly what Sonoma offers.”

Sonoma Goods For Life’s new brand essence will come to life through elevated in-store and online experiences including refreshed packaging, fixtures and graphics. The re-launch includes marketing support through dedicated broadcast across all major networks, cable, syndicated properties, online video, social media, direct mail distribution and personalized email communication.Kohls sonoma2



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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.