Kohl’s builds on branded cosmetics with Elle launch

By Simon Pitman

- Last updated on GMT

US retailer Kohl’s is building on the recent announcement to launch Vera Wang cosmetics with the decision to further expand into Elle-branded cosmetics.

Yesterday the company confirmed that it will expand its offerings for the Elle brand beyond the existing fashion collection, into both cosmetics and jewelry, brokering an exclusive deal with brand holder Lagadere Active Enterprises.

The companies said the comprehensive cosmetics line will start off with a range of make-up, skin care, bath and nail products, all targeting the luxury and premium end of the market.

Both the cosmetics and jewelry line are expected to be marketed in Kohl’s department stores throughout the US, as well is its online portal, from Spring of 2012.

Elle brand exceeds expectations

"Elle has consistently exceeded our expectations in the contemporary category and with its demonstrated success, we are confident the brand will continue to be instrumental in driving our exclusive brand strategy,"​ said Don Brennan, Kohl's chief merchandising officer.

“Expanding Elle into additional categories allows us to increase the value proposition to our customer and delivers on our commitment to offer world-class brands in each category,"​ Brennan added.

The Elle deal builds on the announcement that Kohl’s would renew its Simply Vera Vera Wang license agreement and also add cosmetics to the range.

Contract renewal, plus cosmetics

This is an early renewal of the long-term contract, based on the success of the Simply range, both at the department stores across the United States and the retailers online channel.

As part of the license agreement, Vera Wang has confirmed that it will be extending the license agreement to include cosmetics, which are likely to appear in Kohl’s department stores and its online website by spring of 2012.

To date Vera Wang’s presence in the cosmetics arena has been restricted to a range of fragrances, including a self-named line that is licensed by US fragrance giant Coty.

Related topics: Market Trends

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