by Stephen Garner

Kohl's Sonoma Goods For LifeWisconsin-based specialty department store Kohl’s has announced the re-launch of its billion-dollar private label brand, Sonoma Goods For Life. As part of the store’s focus on better serving its core family-focused consumer, the revitalized label will offer women’s, men’s and kid’s apparel, accessories, footwear, home décor, 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. We believe that the new Sonoma will resonate with our customers and build great momentum for Kohl’s.”

The re-launch will include elevated in-store and online experiences including refreshed packaging, fixtures and graphics, as well as marketing support through dedicated broadcast across all major networks, cable, syndicated properties, online video, social media, direct mail distribution and personalized email communication.

“Sonoma Goods For Life is a reflection of how modern families live,” said Michael Gilbert, Kohl’s executive vice president of product development. “Our customers want value they feel good about and products with a purpose that look great, function well and are easy to wear. And that’s exactly what Sonoma offers.”