Kohl's (NYSE:KSS) has relaunched its Sonoma brand as a casual lifestyle line across several product categories. There's a new focus, new products and new name.
Now called Sonoma Goods For Life, the selection is described as a curated assortment that "delivers modern, useful and versatile fashion and home essentials and provides customers with goods that help them live smarter, simpler, better lives."
The brand was previously called Sonoma Life + Style. The redesigned brand is part of Kohl's "Greatness Agenda" and its unveiling the culmination of an 18-month effort.
Products span across all Kohl's categories including womens, mens and kids apparel, accessories, footwear, home decor, bedding, bath, furniture and beauty.
"As part of Kohl's Greatness Agenda, we want to inspire our customers by giving them amazing products that deepen their engagement with our brand," said Michelle Gass, Kohl's chief merchandising and customer officer. "Sonoma Goods For Life is one of Kohl's largest brands and also represents the greatest opportunity for growth. We're elevating the collection and creating a more exciting and cohesive offering."
-See this Kohl's press release
Kohl's overhauls Sonoma store brand
Kohl's is closing stores
Kohl's cuts 3 executive positions
Kohl's opens New York showroom
Kohl's could go private