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Lauren Conrad lifestyle brand to hit Kohl's women in October
23
Apr '09
Kohl's Corporation announced the exclusive launch of LC Lauren Conrad, a contemporary lifestyle brand that will launch in the women's department in approximately 300 Kohl's stores and Kohls.com this October. The brand is ultimately planned to expand to all stores nationwide.

Licensed under a long-term agreement by Blue Eyed Girl Inc, Kohl's will be the exclusive U.S. retailer of all LC Lauren Conrad merchandise. At launch the brand will consist of apparel and may expand into additional categories such as footwear, jewelry, handbags, intimates and sleepwear.

The launch of LC Lauren Conrad builds on Kohl's private and exclusive brand strategy, which has been well received by customers and accounted for nearly 42 percent of total sales in 2008.

“We are very excited to announce our partnership with Lauren Conrad, a pop culture icon whose style resonates with our contemporary customer,” said Don Brennan, senior executive vice president of Kohl's Department Stores. “We are confident the LC Lauren Conrad collection brings customers both the contemporary style and the world-class brands they want at a price that delivers incredible value.”

Under the agreement, Conrad and Kohl's will collaborate on the design of the brand. Kohl's will lead the manufacturing, production, distribution and marketing of the collection. Conrad's image and likeness is also expected to be leveraged throughout integrated marketing vehicles, including national advertising, in store graphics, online and digital media, direct mail and public relations.

“Partnering with a successful national retailer like Kohl's supports my mission to make great clothing accessible to young women everywhere,” said Lauren Conrad. “The collection is a reflection of my personal style and will offer fresh, California Casual designs at an affordable price.”

Grounded in extensive customer research, Conrad has high awareness and fashion credibility among young contemporary customers. Best known as the star of her hit reality series The Hills, Conrad began her fashion career as an intern at Teen Vogue and attended the Fashion Institute of Design and Merchandising in Los Angeles.

Kohl's Corporation


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