Dive Brief:
- Draper James RSVP launched in 500 Kohl's stores with a spring capsule collection, according to a company announcement. Draper James RSVP is a special collection from actress Reese Witherspoon's Draper James line, and is exclusive to Kohl's.
- The offerings demonstrate a "feminine, Southern-contemporary style" in a variety of pieces including dresses, structured blazers, bodysuits, blouses, skirts, rompers, capris and cardigans.
- Draper James RSVP will be located adjacent to 300 Sephora at Kohl's shops in an area that showcases new brands.
Dive Insight:
More Southern style is now available at Kohl's.
The Draper James RSVP capsule collection is positioned as apparel for life events, like baby showers and weddings, along with special moments like Sunday brunch with friends and Easter.
The line is also at a more affordable price point than the Draper James brand, where prices for dresses mostly hover between $88 and $165. The assortment for Kohl's, on the other hand, is currently on sale with dress prices between $51 and $73.50.
"These pieces embrace the effortless style I had in mind when I started Draper James and this is my way of sharing my classic Southern roots with all of you," Witherspoon said in a statement regarding the announcement.
Kohl's first announced the partnership with Draper James in November.
"When we thoughtfully make the decision to add a new brand to our exclusive portfolio, it's critical that the product line not only addresses a void, but also provides meaningful differentiation to our current assortment," Doug Howe, Kohl's chief merchandising officer, said in a statement at the time. "This is definitely the case with Draper James."
Draper James RSVP is part of Kohl's brand portfolio, which is deepening its assortment of products with recognized brands. The department store last year announced a tie-up with Eddie Bauer for seasonal gear and year-round products for women, men and kids. The retailer also has partnerships with Tommy Hilfiger, Calvin Klein, Lands' End and Cole Haan among others.
