Kohl’s is hoping to attract more millennials with its latest partnership.
The department store retailer has teamed up with PopSugar, a global media and tech company, for a new apparel collection aimed at millennial women that will launch in stores and online this September. The PopSugar at Kohl’s line combines trends, media and an agile merchandising model that will use data and analytics to incorporate millennial customer intelligence, according to Kohl’s.
The new brand will join the current Kohl’s roster of brands designed to appeal to millennial women, including LC Lauren Conrad, a:glow Maternity, Circus by Sam Edelman and more. Prices for the line, which is styled and curated by PopSugar, will range from $24.00 to $84.00. Sizes will range from 0 to 24.
"Kohl's is expanding our brand portfolio by thinking about the millennial customer differently,” said Michael Gilbert, Kohl’s executive VP of product development. “We have partnered with PopSugar to create an innovative, data-driven apparel collection leveraging our 'speed to market' model. As one of the most engaging media outlets in the industry, PopSugar will bring key predictive insights to tell us exactly what this customer wants through the content they are searching, browsing and engaging with across channels."
For its part, PopSugar said it has always wanted to extend its brand into apparel. The company said it is “thrilled to be working with Kohl's to combine audience data, technology and storytelling to create a collection that marries content and commerce.”
We've listened to our audience and are excited to share this line that delivers the everyday ease of clothes you can live in with trends that are wearable for all," said Lisa Sugar, founder and president of PopSugar.