Fashion

Elizabeth and James announce an exclusive partnership with Kohl's


Elizabeth and James, the women’s apparel brand founded by childhood
stars Mary-Kate and Ashley Olsen in 2007, is going downmarket and
nationwide. The brand announced a new partnership with Kohl’s, which
will result in the brand’s product line selling exclusively through
the American retailer both in stores and online.

Elizabeth and James will continue to create its product lines of
apparel, handbags, accessories and beauty. The collections will be
available at the majority Kohl’s stores as of the 2019 holiday
season.

“Kohl’s is doing a great job with innovation and thinking
differently about omnichannel retail,” Ashley Olsen said in the
statement. “We have always seen Elizabeth and James speaking to a much
larger audience and this new business model with Kohl’s will allow us
to achieve that.”

Kohl’s signifies a new era for Elizabeth and James

While the brand will remain an independent business, with
operations still being led by the Olsen twins, product design will be
managed out of the Kohl’s New York Design Office.

Mary-Kate Olsen explained in a statement that the brand’s new
partnership with Kohl’s is intended to bring Elizabeth and James into
a new era, extending its “high-quality, fashion-forward designs to a
“much larger audience.”

Elizabeth and James joins a roster of brands targeted towards young
women on Kohl’s shelves. Its companions include Nine West launching in
Fall 2019, POPSUGAR at Kohl’s, LC Lauren Conrad and Simply Vera Vera
Wang.



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