Why Kohl’s Is Replacing J.C. Penney As The Oscars’ Retail Sponsor

Move over, J.C. Penney. Rival department store Kohl’s has taken on the mantle of sole retail sponsor of the upcoming Academy Awards ceremony, replacing Penney, which decided last year to end its Oscar partnership after 14 years. For Kohl’s, which is in the midst of a blitz to increase the visibility and fashion credibility of its private apparel brands, the Oscars sponsorship is a way to get in front of tens of millions of TV spectators looking out for who’s wearing what or whom on the red carpet. It’s also a way for the retailer to showcase its biggest names, including the billion-dollar denim-focused brand Sonoma, which is expected to relaunch in the days after the Oscars. To that end, Kohl’s last week also opened a new showroom in the heart of New York’s fashion district. Kohl’s other big in-house brands include Jennifer Lopez and Simply Vera Wang. Read more at Fortune.