Kohl's rolls out exclusive millennial brand

Kohl's store front
Kohl's teams up to sell exclusive Popsugar line. (Mike Mozart/CC BY 2.0)

Kohl's will begin selling millennial clothing brand Popsugar in September. The collection will combine trends, media and an agile merchandising model, using data and analytics to increase its millennial offerings. Kohl's is looking to combine content and commerce in an effort to attract more millennial shoppers

“We see an opportunity to draw more millennial customers and young families to Kohl’s. 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,” said Greg Revelle, Kohl’s senior executive VP, chief marketing officer. “Partnering with Popsugar allows us to connect with millennials in a credible, authentic and meaningful way.”

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Popsugar allows shoppers to mix and match essentials including dresses, skirts, tops and bottoms. The collection will be specifically curated for Kohl's stores, starting in 500 locations and online. The line will range in pricing from $24 to $84 and include sizes 0 to 24. 

Michael Gilbert, Kohl's executive VP of product development says that Popsugar will help create a fast-fashion collection in what he calls the "speed to market" model. And adjustments to the line will be made based on what consumers search, browse and engage with across channels.