Vera Wang’s new Princess line for Kohl's
December 15, 2011 - United States Of America
Kohl's Corporation and Vera Wang Group announced the launch of Princess Vera Wang, a junior's contemporary, premium lifestyle collection available exclusively in Kohl's stores nationwide and Kohls's website beginning August 2012.
Licensed by a subsidiary of Vera Wang Group to Kohl's under a long-term agreement, Kohl's will be the exclusive provider and marketer in the United States of all Princess Vera Wang merchandise. For Kohl's, growing its partnership with Vera Wang demonstrates the strength of its exclusive and private brand strategy, which accounted for 52 percent of sales in the third quarter of 2011, up significantly from 2010.
"We are pleased to announce the launch of Princess Vera Wang, which builds on our existing partnership with Vera Wang, one of the world's most credible and respected designers," said Kevin Mansell, Kohl's chairman, president and CEO.
"When we first partnered with Vera Wang in 2007 to launch Simply Vera Vera Wang, there was immediate acceptance and strong response from our contemporary customer. We are confident bringing this level of fashion and quality to our junior's business allows us to increase the value proposition to our younger shoppers and delivers on our commitment to offer world-class brands in each category."
Kohl's first partnered with Vera Wang in 2007 for the launch of Simply Vera Vera Wang, a premium lifestyle collection. Since launch, Simply Vera Vera Wang has been the leading exclusive brand in the women's contemporary category and due to strong customer response, has experienced continued growth. Most recently, Kohl's announced Simply Vera Vera Wang will expand into cosmetics and bridal jewelry beginning in Spring 2012.
At launch, Princess Vera Wang will include premium apparel and jewelry at a great value. Additional categories may be added over time. The collection will capture Vera Wang's vision of playful sophistication and incorporate many of the styling elements and design characteristics for which she is best known, including mixed media and artful whimsy.
Kohl's and Vera Wang will lead the Princess Vera Wang product design, which will be managed out of Kohl's New York Design Office. Kohl's will continue to manage the distribution and marketing of all Princess Vera Wang and Simply Vera Vera Wang merchandise.
Based in Menomonee Falls, Wis., Kohl’s is a family-focused, value-oriented specialty department store offering moderately priced, exclusive and national brand apparel, shoes, accessories, beauty and home products in an exciting shopping environment.
Vera Wang Group designs, markets and distributes collections of women's ready-to-wear, cocktail attire and bridal.