Kohl’s to sell Olsen twins’ women’s fashion line

Joins retailer's growing selection of other millennial-focused brands

Mary-Kate and Ashley Olsen

Designers Mary-Kate and Ashley Olsen plan to start retailing their line of women’s apparel and accessories at Kohl’s stores later this year.

Menomonee Falls-based Kohl’s Corp. yesterday announced it will be the exclusive retailer of the Olsens’ New York-based company, Elizabeth and James, which sells women’s apparel, jewelry, eyewear, handbags, fragrance, watches and vintage, according to its website.

The line joins a handful of millennial-focused brands that Kohl’s has recently secured for its stores and e-commerce site, such as Nine West (which will launch in fall 2019) and POPSUGAR at Kohl’s, (which launched in September 2018), and other mainstay fashion brands including LC Lauren Conrad, Simply Vera Vera Wang, Apt. 9, Nike, Under Armour, adidas, Levis and New Balance.

“We’re excited to partner with Mary-Kate and Ashley Olsen, two highly-regarded designers in the fashion industry, to bring the Elizabeth and James brand to Kohl’s customers nationwide,” said Michelle Gass, Kohl’s chief executive officer. “This is another great example of how we are bringing newness and fashion relevancy to the millions of women who shop Kohl’s. We also know that Elizabeth and James will support our efforts to drive new customers, particularly millennials, to Kohl’s.”

The line will launch “this holiday season” at most Kohl’s stores nationwide and on Kohls.com, according to the announcement.

“Our vision for Elizabeth and James is to deliver a lifestyle brand that offers women access to premium fashion at an affordable price without sacrificing quality and fit,” said Mary-Kate Olsen. “Kohl’s is the right partner to take our brand into a new era, while staying true to the high-quality, fashion-forward designs that our loyal brand enthusiasts expect from us. Leveraging Kohl’s extensive store network and digital platform will also allow us to reach a much larger audience than we have in the past and for this we are particularly excited.”

As part of their collaboration with Kohl’s, Mary-Kate and Ashley Olsen will lead the Elizabeth and James product design, which will be managed out of Kohl’s New York Design Office.

Elizabeth and James will continue to operate as an independent business, led by the Olsens as founders and co-creative directors.

Mary-Kate and Ashley Olsen

Designers Mary-Kate and Ashley Olsen plan to start retailing their line of women’s apparel and accessories at Kohl’s stores later this year.

Menomonee Falls-based Kohl’s Corp. yesterday announced it will be the exclusive retailer of the Olsens’ New York-based company, Elizabeth and James, which sells women’s apparel, jewelry, eyewear, handbags, fragrance, watches and vintage, according to its website.

The line joins a handful of millennial-focused brands that Kohl’s has recently secured for its stores and e-commerce site, such as Nine West (which will launch in fall 2019) and POPSUGAR at Kohl’s, (which launched in September 2018), and other mainstay fashion brands including LC Lauren Conrad, Simply Vera Vera Wang, Apt. 9, Nike, Under Armour, adidas, Levis and New Balance.

“We’re excited to partner with Mary-Kate and Ashley Olsen, two highly-regarded designers in the fashion industry, to bring the Elizabeth and James brand to Kohl’s customers nationwide,” said Michelle Gass, Kohl’s chief executive officer. “This is another great example of how we are bringing newness and fashion relevancy to the millions of women who shop Kohl’s. We also know that Elizabeth and James will support our efforts to drive new customers, particularly millennials, to Kohl’s.”

The line will launch “this holiday season” at most Kohl’s stores nationwide and on Kohls.com, according to the announcement.

“Our vision for Elizabeth and James is to deliver a lifestyle brand that offers women access to premium fashion at an affordable price without sacrificing quality and fit,” said Mary-Kate Olsen. “Kohl’s is the right partner to take our brand into a new era, while staying true to the high-quality, fashion-forward designs that our loyal brand enthusiasts expect from us. Leveraging Kohl’s extensive store network and digital platform will also allow us to reach a much larger audience than we have in the past and for this we are particularly excited.”

As part of their collaboration with Kohl’s, Mary-Kate and Ashley Olsen will lead the Elizabeth and James product design, which will be managed out of Kohl’s New York Design Office.

Elizabeth and James will continue to operate as an independent business, led by the Olsens as founders and co-creative directors.

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