Kohl's signs exclusive with Laura Ashley
By Staff -- Home Textiles Today, 2/23/2004
MENOMONEE FALLS, WIS. — Kohl's Department Stores has added Laura Ashley Lifestyles to its home textiles offerings. Following the addition of Gloria Vanderbilt, this is the retailer's second home-department brand introduction this spring.
The Laura Ashley Lifestyles line, which is exclusive to Kohl's, is comprised of bath towels, table linens, sheets, pillows, comforter sets and bedroom accessories including coordinating valances, bed skirts and shams. Merchandise will arrive in stores this month, in time for the gift registry season. All Kohl's stores will carry the line, as well as Kohls.com.
"With Laura Ashley Lifestyles, we're giving shoppers another reason to choose Kohl's for their home decor needs," said Kevin Mansell, Kohl's president. "Laura Ashley, a well-respected brand known for quality and style, delivers what shoppers expect at Kohl's — great brands and value in a convenient shopping environment."
The Laura Ashley Lifestyles line of bedding, bath and kitchen textiles features updated floral, plaid and solid patterns. Laura Ashley Inc. developed this exclusive collection through its licensees Revman International, Hollander Home Fashions, Town & Country Living and Mohawk Industries.
Ivy Tan, senior vice president of licensing at Laura Ashley, said, "Laura Ashley Lifestyles designs were developed specifically for the Kohl's shopper, using the same high-quality materials and distinctive styling that our brand is known for around the world. We're pleased to collaborate with Kohl's to deliver top quality and beautiful designs at affordable prices." She added that the company is looking to extend the reach of the brand by expanding its distribution.
Revman International's president Rich Roman added, "We're delighted to have the opportunity to sell a company like Kohl's, which we think will do a terrific job with the brand." He continued that bedding for Laura Ashley Lifestyles will be designed with a more casual approach that takes much of its inspiration from Laura Ashley catalogs that are popular in the U.K.
