Kohl’s Announces New Women’s Plus Brand EVRI

Yesterday, department store retailer Kohl’s announced the launch of EVRI, a new women’s private brand, enhancing Kohl’s modern, plus size-inclusive offerings for women and strengthening Kohl’s position as a destination for the plus shopper. EVRI, which stands for Easy, Versatile, Real (Value) and Inspiring, will launch at Kohl’s in Spring 2019 in sizes 0X-4X in tops and 14W-30W in bottoms and aims to empower women with stylish and functional pieces for all shapes and sizes.

“We’re proud to introduce EVRI apparel and enhance our women’s plus offerings to Kohl’s customers nationwide,” said Doug Howe, Kohl’s chief merchandising officer. “We’ve seen an opportunity to better meet the needs of our customers and are focused on providing the products and experience she expects. From a revamped store layout to fit-focused sizing, the addition of EVRI to our women’s portfolio further illustrates our commitment to providing all customers with a positive and easy shopping experience.”

EVRI will offer a deep assortment of modern wardrobe essentials and relevant fashion wear that can be worn from day to night, with Kohl’s signature quality and value. The brand’s focus on fit solutions will also ensure customers have an easy shopping experience and feel confident in clothing that is both comfortable and flattering. The apparel will feature dresses, tops, and bottoms in sizes that take into account both shape and height, ranging from short to tall, with additional options available in curvier and less curvy.

The launch of EVRI is part of Kohl’s overarching transformation of its plus shopping experience in-store and on Kohls.com. In Fall 2019, customers will experience Kohl’s redesigned plus in-store layout, which will provide an elevated and cohesive space, allowing women to easily find the best fit in their favorite brands, with apparel specifically designed to meet their needs.

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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.