Kohl's to launch exclusive line with The Hills star
Kohl's Corp. will launch the exclusive lifestyle brand LC Lauren Conrad in October in approximately 300 stores and on Kohls.com.
The multichannel merchant is betting on Conrad's high awareness and fashion credibility among young contemporary customers. Conrad is best known as the star of the reality series The Hills. She began her fashion career as an intern at Teen Vogue.
The line will join Kohl's robust portfolio of private label and exclusive lines, including Candie's, which accounted for nearly 42% of total sales in 2008.
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 also is expected to be leveraged throughout integrated marketing vehicles, including national advertising, in store graphics, online and digital media, direct mail and public relations.
At launch the line, for which Kohl's will be the exclusive US retailer, will consist of apparel. Additional categories under consideration are footwear, jewelry, handbags, intimates and sleepwear. Prices will range between $20 and $60. Blue Eyed Girl Inc. is the licensor.
“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 VP at Kohl's Department Stores, in a statement. “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.”