In a bid to enhance its women’s offering, Kohl’s has launched an expanded assortment of dresses in new dedicated “dress shops” at 700 stores and on Kohls.com.
As the retailer continues to make adjustments to its assortment and merchandising strategy, dresses were identified as an area for growth, with particular white space in occasion, career and social dresses. The new dress shops are now prominently positioned at the front of the store and feature styles for every occasion.
New brands featured in the section include London Times, Harper Rose, Taylor, Maison Tara, Nanette Lepore, Nicole Miller, Andrew Marc, Betsy & Adam and more. Shoppers also will find a wider assortment of dresses from Kohl’s-exclusive brands, including Draper James, Sonoma Goods for Life, Nine West, LC Lauren Conrad and Simply Vera Vera Wang. Kohl’s said in a statement that it plans to bring in new brands and trend-forward pieces regularly “so shoppers can discover new products for every season and occasion.”
Other recent additions and adjustments to the Kohl’s assortment have included shop-in-shop partnerships with Babies ‘R’ Us and Claire’s, a 40% expansion of the retailer’s home assortment and plans to enhance its seasonal décor offerings.
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