Featured Kohls

Kohl’s Private Brand Solution for EVRI Woman

\"\"Kohl’s has finally introduced its much anticipated new plus size private brand, EVRI. The name is an acronym for Easy, Versatile, Real (Value) and Inspiring. As an answer to an unmet shopping need in the workplace, EVRI offers modern, size-inclusive apparel for women and positions Kohl’s as a go-to destination for shoppers looking for stylish plus apparel.


“The addition of EVRI is part of our overarching evolution of Kohl’s brand strategy, answering a customer need for more relevant, trend-focused apparel. Through extensive customer feedback, we realized that some of our customers feel underserved today, and we saw an opportunity to deliver greater inspiration and clarity through the launch of our own private-label, size-inclusive brand. We\’re excited to launch EVRI as part of an exciting lineup of new modern brands coming to Kohl’s this year.” Doug Howe, Kohl’s chief merchandising officer.

EVRI’s focus on fit solutions ensure customers have an easy shopping experience and feel confident finding clothing that is both comfortable and flattering. The apparel will feature jackets, dresses, tops and bottoms in sizes that take into account both individual shape and height, with additional options available in more curvy and less curvy. The assortment of modern wardrobe essentials and relevant fashion wear also make it easy to mix and match styles that can be worn from day to night.

The launch of EVRI is part of an elevation of Kohl’s plus shopping experience in-store and on Customers will experience a redesigned in-store layout, which provides an elevated and cohesive space that allows women to easily find their best fit in their favorite brands — with mannequins, solutions graphics and apparel specifically designed to inspire customers.


Kohl\’s Opens West Coast Private Brand Design Office

\"\"The Wisconsin-based Middle America department store Kohl’s announced it would open a West Coast design studio in Santa Monica, California. The 6,000-square-foot facility at 2700 Colorado Avenue is located in the heart of the city’s Entertainment Corridor, where many film companies keep up offices.

The design studio is scheduled to open January 16th, but the retailer is still in the process of hiring the 20 graphic arts and trend workers, who will work there, said Scott Morris, a Kohl’s representative. Nor had the retailer named a director of the design studio.

Kohl’s is opening its Santa Monica studio to gain access to the West Coast design community. The design studios also show how important Private Brands are to Kohl’s business, said Kevin Mansell, Kohl’s chairman, president and chief executive. “This investment reinforces our commitment to offering world-class brands at compelling value to our customers,” Mansell said.

News of the Santa Monica studio broke at the same time Kohl’s announced it is expanding its New York design studio. Located at 1400 Broadway, it will double in size to more than 100,000 square feet when it is completed in 2014.

The company\’s design studio in New York, located near the Garment District, will double in size to 100,000 square feet by 2014. It currently houses 140 designers, however it is expected to nearly double to approximately 250.

Kohl\’s opened its original design studio in January 2007. At that time, the team worked on a small number of exclusive Private Brands including Simply Vera Vera Wang, Elle and Food Network. Since then the retailer has expanded their portfolio of Private Brands to include more than a dozen exclusive brands including Dana Buchman, FILA Sport and Candies. Last fall, it launched the Jennifer Lopez and Marc Anthony collections. This spring, Kohl\’s will unveil an exclusive collection under the Rock & Republic brand as part of a licensing agreement with VF Corp.

Private Brands made up 51% of Kohl’s sales during its 2011 third quarter. The retailer hopes to support the success of its Private Brands and build new ones, said Peggy Eskenasi, Kohl’s senior executive vice president of product development.


Kohl\’s Expands Vera Wang into Junior\’s

\"\"Menomonee Falls, Wisconsin based department store Kohl\’s and the Vera Wang Group announced the launch of the Private Brand Princess Vera Wang, a junior\’s contemporary, premium lifestyle collection available exclusively in Kohl\’s stores nationwide and beginning August 2012.

Licensed by a subsidiary of Vera Wang Group to Kohl\’s under a long-term agreement, Kohl\’s will be the exclusive provider and marketer in the United States of all Princess Vera Wang merchandise. For Kohl\’s, growing its partnership with Vera Wang demonstrates the strength of its exclusive and private brand strategy, which accounted for 52 percent of sales in the third quarter of 2011, up significantly from 2010.

\”We are pleased to announce the launch of Princess Vera Wang, which builds on our existing partnership with Vera Wang, one of the world\’s most credible and respected designers,\” said Kevin Mansell, Kohl\’s chairman, president and CEO. \”When we first partnered with Vera Wang in 2007 to launch Simply Vera Vera Wang, there was immediate acceptance and strong response from our contemporary customer. We are confident bringing this level of fashion and quality to our junior\’s business allows us to increase the value proposition to our younger shoppers and delivers on our commitment to offer world-class brands in each category.\”

Kohl\’s first partnered with Vera Wang in 2007 for the launch of Simply Vera Vera Wang, a premium lifestyle collection. Since launch, Simply Vera Vera Wang has been the leading exclusive brand in the women\’s contemporary category and due to strong customer response, has experienced continued growth. Most recently, Kohl\’s announced Simply Vera Vera Wang will expand into cosmetics and bridal jewelry beginning in Spring 2012.

At launch, Princess Vera Wang will include premium apparel and jewelry at a great value. Additional categories may be added over time. The collection will capture Vera Wang\’s vision of playful sophistication and incorporate many of the styling elements and design characteristics for which she is best known, including mixed media and artful whimsy.

Kohl\’s and Vera Wang will lead the Princess Vera Wang product design, which will be managed out of Kohl\’s New York Design Office. Kohl\’s will continue to manage the distribution and marketing of all Princess Vera Wang and Simply Vera Vera Wang merchandise.

2011 Kohls

PB CAREERS: Kohls Posts Multiple Roles

\"\"Brand Manager – 212
WI-Menomonee Falls

This position is responsible for the cross-functional leadership of the brand and manages the working relationship between all parties to develop product and determine private brand assortment.

Develop & Drive Brand Strategies

  • Shape brand profile and consistency among brand categories
  • Lead and drive short and long term brand strategies with cross functional partners
  • Influence, interpret and apply customer & store feedback & market research process into brand strategy
  • Identify and define brand concept ideas and opportunities

Business & Competitive Analysis

  • Define competitive set for brand
  • Be authority on competitor activities – Direct and evaluate competitive analysis
  • Analyze business and drive in season action recommendations to Buying Office

Line Building and Managing

  • Lead the development and management of line plan balanced to the fashion pyramid
  • Set agenda, lead and present at milestone meetings
  • Lead assortment building and decision making process for brand
  • Collaborate with Merchants on setting IMU targets and communicate with production
  • Develop and manage contingency plans
  • Partner with Design to ensure style development is in line with brand

Cross functional Leadership

  • Primary liaison with the buying office for PD partners for brand
  • Align stakeholders on design aesthetic, brand profile and business strategy
  • Support & influence production and sourcing recommendations for vendor selection
  • Collaborate with marketing, MP and merchants on brand positioning, packaging and presentation

Manages Associates

  • Manages Associates, systems, and projects to achieve business goals within existing policies and procedures
  • Prepares and analyzes business plans and reports for upper management
  • Exhibits influence and expertise to remove obstacles and achieve results through others
  • Creates an effective work environment by developing a common purpose, setting clear objectives, promoting teamwork, recognizing success, and encouraging open communication
  • Develops Associates through coaching, providing performance feedback, providing effective performance assessments, and establishing development plans

Required Qualifications

  • Bachelor\’s degree in Product Development, Business or related area
  • 5+ years of progressive leadership experience in product development and / or merchandising.
  • 5+ years of retail or product development experience
  • Extensive line building and merchandising experience.
  • Proficient in Excel, Word, and email systems.

Preferred Qualifications

  • Management experience
  • Private Brand experience
  • Overseas business travel, sourcing and purchasing experience
  • Strong written and verbal communication skills

Special Requirements

  • Ability to travel domestically/ internationally


Brand Developer – Men\’s Sonoma
WI-Menomonee Falls

Position Objective
Partners with cross-functional team, with direction from the Brand Manager, to develop a category for our private/exclusive brands. 


  • Analyze sales results within assigned category(s) and create authoritative recommendations to drive business strategies and decision making
  • Conducts research for assigned product line. Examines current trends and forecasts; reviews historical data and performs competitive shopping and benchmarking for assigned category(s)
  • Understand, influence and apply customer & store feedback & market research into brand strategy for assigned category(s)
  • Develop and communicate seasonal strategy for assigned category(s)
  • Facilitate assortment building and decision making for category responsibility
  • Present and facilitate at cross functional meetings for category(s) responsibility
  • Complete all follow-up with cross functional team to ensure product meets quality and timing expectations
  • Execute category style development
  • Facilitate style handoff with cross functional teams

Required Qualifications

  • 2+ years of retail or product development experience
  • Bachelor\’s degree in Product Development, Business or related area
  • Proficient in Excel, Word, and email systems
  • Strong knowledge of fashion trends and forecasts, fabric/material and color
  • Strong math aptitude and knowledge of retail math is desirable

Preferred Qualifications

  • Ability to conduct research and summarize findings.
  • Demonstrate attention to detail; high level of accuracy.
  • Strong written and verbal communication skills

Special Requirements

  • Occasional travel



J-Lo and Marc Anthony Reunite at Kohl\’s

\"\"Kohl\’s announced the launch of two new contemporary lifestyle Private Brands, the Jennifer Lopez Collection and the Marc Anthony Collection, now available exclusively at Kohl\’s stores nationwide. The collections will also be available on beginning September 11, 2011.

The Jennifer Lopez brand channels the timeless allure of old Hollywood in a contemporary interpretation of classic, sophisticated glamour. The collection includes contemporary sportswear, dresses, handbags, jewelry, shoes and sleepwear, and ranges in prices from $22 to $150. Additionally, the Jennifer Lopez Home Collection consists of bedding and bath products that range in price from $13.99 to $459.99.

\”I have always been interested in fashion and believe great style is about the overall look vs. an individual piece,\” said Jennifer Lopez. \”My new Kohl\’s collection truly reflects my personal style and I\’m so excited to provide quality, on-trend fashions at a great value to women everywhere.\”

Taking cues from his musical roots and world travels, the Marc Anthony brand has a raw masculinity tempered with impeccable style. At launch, the collection includes apparel, sportswear, dress shirts, neckwear, suit separates, sport coats and shoes that range in price from $24 to $240.

\”I\’ve adopted style cues from all over the world and have interpreted them into my lifestyle,\” said Marc Anthony. \”The exclusive Marc Antony Collection is in essence a reflection of that part of my life and I\’m very excited to bring great quality and design to men nationwide.\”

\”We are thrilled to be the exclusive retailer for the Jennifer Lopez and Marc Anthony Collections, and proud to be able to partner with two, globally-recognized entertainers who are also known for their great style,\” said Kevin Mansell, Kohl\’s chairman, president and chief executive officer. \”The Jennifer Lopez and Marc Anthony brands are two distinctive lifestyle collections that offer quality, contemporary fashions for men and women at a great value. We are confident the launch of these two separate brands will continue to differentiate Kohl\’s in the marketplace.\”

The Jennifer Lopez and Marc Anthony brands are prominently featured throughout Kohl\’s stores in the respective women\’s, home and men\’s departments. Each brand space includes beautiful images, custom fixtures, mannequin platforms and signature colors.