To increase its millennial-focused offerings, Kohl’s has partnered with POPSUGAR for a new apparel collection that is scheduled to launch this September. Kohl’s strategy is to offer brands, products, experiences and marketing targeted to millennials, the retailer said in an announcement.
“This partnership is an illustration of how Kohl’s can attract and serve this customer with a unique experience that couples compelling new product with an engaging shopping and marketing experience,” Greg Revelle, Kohl’s senior executive vice president and chief marketing officer, said in the announcement. “Partnering with POPSUGAR allows us to connect with millennials in a credible, authentic and meaningful way.”
The new data-driven brand will be available in 500 brick-and-mortar locations along with the retailer’s eCommerce website. It joins several brands targeted towards millennial women such as LC Lauren Conrad, a:glow Maternity and Circus by Sam Edelman.
Michael Gilbert, Kohl’s executive vice president of product development, said in the announcement, “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.”
The news comes months after 10 Kohl’s locations in Los Angeles and Chicago began selling Amazon smart home devices and accepting Amazon returns in stores, CNBC reported. In the stores, Amazon products are sold through kiosks operated entirely by the online retailer, and Kohl’s employees perform Amazon’s online returns.
Michelle Gass, chief merchandising and customer officer at Kohl’s, has been instrumental in developing Kohl’s relationship with Amazon and will be assuming the retailer’s chief executive position in May. She said at the time, “I really do think it’s an example of two companies that can leverage each other’s strengths. We’re leaning into our store base, which is a competitive advantage for us.”