Kohl’s Stakes Its Turnaround On Relaunch Of Top House Brand

by MR Magazine Staff

Kohl’s is going in-house to finally rejuvenate its business. The department store has just re-launched its top in-house brand, the billion-dollar Sonoma line of apparel and home goods, in a bid to kickstart a big turnaround effort that started 18 months ago but has only yielded modest sales increases so far. After years of chasing all sorts of trends and ultimately confusing customers with collections that were trying to be all things to all people, Kohl’s has reinvented its 22-year-old flagship brand. The focus now is on a narrower collection of stylish, but not fashion-forward, basics made with better materials. Read more at Fortune.