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04/20/2021

Kohl’s latest brand partner is…

Marianne Wilson
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Kohl's Corp. has added a high-profile brand to its merchandise lineup.

The retailer is partnering with Tommy Hilfiger men's sportswear to bring an expanded assortment to more than 600 Kohl’s stores nationwide this fall, along with an expanded selection online. Nearly 100 stores will feature an “elevated” branded in-store and merchandise experience that emphasizes Tommy’s iconic red, white and blue aesthetic.

Tommy Hilfiger joins the growing lineup of brands at Kohl's that includes such recent additions as Cole Haan, Calvin Klein and Eddie Bauer. Also, Sephora is set to open hundreds of in-store shops inside Kohl’s stores. The emphasis on new brand partnerships is key to Kohl’s strategy under CEO Michelle Gass to reinvigorate its business in response to changing shopping behaviors and trends towards more casual wear. 

“We are excited to partner with Tommy Hilfiger, one of the world’s most recognizable designer lifestyle brands, to bring their iconic assortment of casual essentials to our 65 million customers nationwide,” said Doug Howe, Kohl’s chief merchandising officer. “Known for seamlessly blending premium styling, quality and value, the Tommy Hilfiger brand brings consumers aspirational and accessible apparel designed for everyday wear. The addition of Tommy Hilfiger of further supports our continued work to evolve our brand portfolio to increase our relevancy with our loyal customers and bring new customers to Kohl’s.”