Kohl’s bringing Elle Décor to home
-- Home Textiles Today, 4/27/2010 2:26:00 PM
Menomonee Falls, Wis. – A new Elle Décor-branded line of contemporary home furnishings will grace 350 Kohl’s Corp. units and www.Kohls.com come September.
Kohl’s and Lagardère Active have forged a multi-year licensing agreement to expand the existing Elle-branded lifestyle collection into home. The move represents the first time Lagardère has entered into a retail partnership with the Elle Décor brand.
For Kohl’s, the Elle Décor home launch supports the mid-tier department store’s ongoing exclusive and private brand strategy. Kohl’s current exclusive brand portfolio accounted for approximately 44% of sales in 2009, up 2% from 2008.
The Elle-branded fashion collection launched at Kohl’s in spring 2007 and experienced rapid growth.
"The expansion of our Elle-branded lifestyle collection into the home category leverages the strong equity from an existing brand and increases its penetration across the store," said Don Brennan, senior evp, Kohl's.
The Elle Decor initially launches with home and domestic products, including decorative pillows, frames, accent items, candles and holders, and small furniture. Prices will range from $9.99 to $149.99.
The Elle collection will be designed and managed out of Kohl's corporate headquarters here. Kohl's will collaborate with Lagardère Active Enterprises on the product design, and the retailer will lead its development, distribution and marketing.
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