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 Kohls.com. 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.