Kohl's adds Reed Krakoff exclusive label

Kohl's (NYSE:KSS) is upping its fashion profile thanks to a new partnership with designer Reed Krakoff. It's Krakoff's first retail partnership and his line for Kohl's will include handbags and apparel.

Krakoff is a three-time Council of Fashion Designers of America award winner, and known for his tenure as executive creative director at Coach in addition to his namesake label. He has designed everything from signature handbags and accessories to red carpet looks for celebrities.

Handbags are at the core of the collection for Kohl's. The new Reed collection will also include American sportswear-inspired apparel. Prices range from $15 to $129, and will be available in spring 2016.

"When Kohl's presented me with this great opportunity, I couldn't say no," Krakoff said. "Everyday luxury embodies the best of American fashion. The ability to create great design at an incredible value is more relevant today than ever before. Great style is all about the unexpected, and Kohl's is an amazing platform for this limited-edition collection."

Kohl's, of course, is no stranger to designer partnerships. It has long featured exclusive lines from the likes of Milly, Thakoon and Vera Wang. But the company has pared back its pursuit of exclusives in the past year, seeking to balance private labels with national brands, while building its omnichannel strategy. The Reed collection is a return to Kohl's traditional merchandising strategy.

For Krakoff, it's an opportunity to reach a mass market and revive his brand. According to Women's Wear Daily, the Reed Krakoff label suspended operations in August, with a message that stated: "Thank you for visiting. We are currently undergoing a thrilling transformation, and ReedKrakoff.com will soon have a completely new look and feel. Check back to discover our exciting revolution."

For more:
-See the Kohl's announcement
-Read this Women's Wear Daily article

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