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Kohl's launches yoga wear line from Gaiam


The new focus on health and wellness merchandise at Kohl’s gets a big boost this week with the addition of an exclusive Gaiam women’s apparel collection.

The retailer has been greatly expanding its assortment of active lifestyle and wellness offerings through brand launches, partnerships and unique social integrations that further the company’s commitment to active and well lifestyles promoted under the Make Your Move initiative launched earlier this year.

“Our goal is to make it easy and affordable for families to bring wellness into their busy lives,” said Michelle Gass, Kohl’s chief customer officer. “We know that more than 20 million people practice yoga but that millions more would if they knew where to start. Through our partnership with Gaiam, we are making yoga more approachable and accessible -- offering everything from soft, breathable clothing and technical gear to inspiring instructional videos for all levels of experience.”

Coinciding with the launch, Kohl’s and Gaiam have partnered with the popular duo, Two Fit Moms, yoga instructors and wellness advocates who are committed to making yoga accessible to people of all fitness levels. These two moms, Laura Kasperzak and Masumi Goldman have lent their expertise to help perfect the fit, style and performance of the pieces in the collection.

“It’s truly the winning trifecta,” said Lynn Powers, chief executive officer at Gaiam. “Kohl’s, Gaiam and Two Fit Moms are about empowering people to discover their best self – to be healthier and happier. We couldn’t be more excited about the possibilities.” Kohl’s is bringing the exclusive Gaiam collection to life through activities that will motivate and inspire more customers to try yoga.

To launch the collection, Kohl’s hosted an innovative amped-up yoga session taught by Two Fit Moms, with music by DJ Hannah Bronfman, in New York City’s High Line Park. The park was transformed into a colorful and vibrant yoga studio and more than 100 yogis of all ages and abilities participated in the class. The Two Fit Moms took over Kohl’s Instagram account, co-hosted a Twitter Chat with FitFluential, a leading blogger network of highly influential fitness enthusiasts and created a video series for Kohl’s YouTube channel to further promote the collection.

Additionally, customers can receive a Gaiam produced Two Fit Moms Yoga Basics DVD with the purchase of any two Gaiam misses’ apparel items in Kohl’s stores only and for a limited time, while supplies last.

Kohl’s has 1,164 stores in 49 states.

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