Kohl's Expands Support Functions For Store Brands

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January 24, 2012

Kohl’s is expanding design facilities on both coasts in support of the retailer’s exclusive brand strategy. Kohl’s announced the expansion of its New York design office and the opening of a new West coast design studio; both will support the chain’s store brands.

The new West Coast design studio is a 6,000-square-foot facility in Santa Monica. Calif., positioned to tap the talents of design professionals in southern California. The office, hosts a team of 20 trend and graphic arts professionals who will provide support across multiple brands. This is the third expansion of the New York design office since it opened in 1997. The latest growth will double the square footage of the office space and add two new floors.

Exclusive brands accounted for 51 percent of sales at Kohl’s through the third quarter of this year, according to Kevin Mansell, Kohl's chairman, president and CEO.

"Having a New York presence, in the heart of America's fashion capital, has been instrumental in growing our private and exclusive brand portfolio,” said Mansell.
“The newly expanded New York design office, the opening of the Santa Monica design studio, combined with the exceptional talent that we currently have at our Wisconsin-based headquarters, allows us to manage our existing brands and positions us for continued growth."

"To support the growth and incredible success we've experienced with our exclusive brands, it's important our New York design office has a space that can sustain existing brands while allowing for additional growth of our brand portfolio," said Peggy Eskenasi, Kohl's senior executive vice president of product development.

Both facilities will support expanded private label and exclusive offerings from Kohl’s.
“This investment reinforces our commitment to offering world-class brands at compelling value to our customers," said Mansell.

Kohl's original 23,000-square-foot New York design office has since doubled in size and now occupies two floors at 1400 Broadway. The latest expansion will occur over the next two years, adding approximately two floors and doubling its size once again to more than 100,000 square feet by 2014.

The design office currently houses 140 designers and support associates to manage the design and development of 13 brands, including: Simply Vera Vera Wang, Princess Vera Wang, Food Network, ELLE, Elle Decor, Dana Buchman, Candie's, Chaps Home, FILA Sport, Jennifer Lopez, Bobby Flay, LC Lauren Conrad and Rock & Republic (coming Spring 2012).

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