Kohl's Expands Its Store Brand Strategy in the Home Category

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May 4, 2010

Kohl's Corp. and Lagardère Active signed a multi-year licensing agreement to expand its successful Elle-branded lifestyle collection into the home category with an Elle Decor line of contemporary home furnishings.

This is the first time Lagardère Active Enterprises has entered into a retail partnership with the Elle Decor brand, which will be available exclusively in approximately 350 Kohl's stores and Kohls.com beginning in September.

Building on Kohl's exclusive and private brand strategy, the launch of the Elle Decor home furnishings line supports the continued growth of its exclusive brand portfolio, which accounted for approximately 44 percent of sales in 2009, up 2 percent from 2008, according to a company statement.

The Elle-branded fashion collection launched in spring 2007. The Elle Decor collection will be designed and managed out of Kohl's corporate headquarters in Menomonee Falls, Wis.

"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 executive vice president of Kohl's. "We continue to differentiate Kohl's with exclusive, world-class partnerships and remain committed to growing market share."

The Elle Decor collection will initially launch with home and domestic products, including decorative pillows, frames, accent items, candles and holders and small furniture with prices ranging from $9.99 to $149.99.

Kohl's, which operates 1,067 stores in 49 states, will collaborate with Lagardère Active Enterprises on the Elle Decor product design. Additionally, Kohl's will lead the development, distribution and marketing of the Elle Décor collection.

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