How Kohl's plans to be more like Target

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How Kohl's plans to be more like Target

By Louisa Hallett - 09/25/2018
Kohl’s launches two new exclusive lines in hopes of driving customers through its doors.

Kohl’s is launching two new exclusive lines in the hopes of driving more customers to its doors, a la Target.

The company announced the launch of EVRI, a new women’s private-label plus brand, enhancing Kohl’s modern, size-inclusive offerings for women and strengthening Kohl’s position as a destination for the plus shopper. It also announced a new partnership with the Scott brothers and the launch of an exclusive home lifestyle collection, Scott Living at Kohl’s, for Fall 2019, expanding Kohl’s product assortment in home and further enhancing the company’s powerful brand portfolio.

Kohls is taking a page from the Target playbook, in which the retailer drives hype and store traffic by launching exclusive collections.

“We’re proud to introduce EVRI apparel and enhance our women’s plus offerings to Kohl’s customers nationwide,” said Doug Howe, Kohl’s chief merchandising officer. “We’ve seen an opportunity to better meet the needs of our customers and are focused on providing the products and experience she expects. From a revamped store layout to fit-focused sizing, the addition of EVRI to our women’s portfolio further illustrates our commitment to providing all customers with a positive and easy shopping experience.”

EVRI, which stands for Easy, Versatile, Real (Value) and Inspiring, will launch at Kohl’s in Spring 2019 in sizes 0X-4X in tops and 14W-30W in bottoms and aims to empower women with stylish and functional pieces for all shapes and sizes. The launch of EVRI is part of Kohl’s overarching transformation of its plus shopping experience in-store and on In Fall 2019, customers will experience Kohl’s redesigned plus in-store layout, which will provide an elevated and cohesive space, allowing women to easily find their best fit in their favorite brands, with apparel specifically designed to meet their needs.

The Scott brothers, twins Drew and Jonathan Scott, draw millions of viewers and fans through their multiple HGTV programs focused on home renovation and transformation. Scott Living at Kohl’s will feature modern home basics and décor, including furniture, bedding and bath, kitchen décor, and more. In collaboration with the Scott brothers, the introduction of Scott Living at Kohl’s strengthens the company’s position as a trend-right home destination.

Beginning Fall 2019, Kohl’s will offer Scott Living at Kohl’s home goods and décor in all stores nationwide, as well as an expanded assortment on the Kohls website.