Dive Brief:
- Kohl's on Tuesday announced that it has partnered with Draper James, a brand owned by actress Reese Witherspoon, according to a company press release. Draper James RSVP, an exclusive capsule collection for Kohl's, is set to debut in February 2022.
- Draper James RSVP will consist of dresses, blazers, bodysuits, blouses, cardigans, skirts, rompers and capris.
- The collection will be offered in 500 Kohl's stores, with an "expanded presence" adjacent to Sephora at 300 of its locations, and on the retailer's website.
Dive Insight:
Reese Witherspoon will bring some Southern style to Kohl's in the form of an exclusive collection.
"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. "This is definitely the case with Draper James."
Witherspoon founded her brand in 2015 and named it after her grandmother, Dorothea Draper, and her grandfather, William James Witherspoon. In 2019, the company announced that it was extending sizes across its apparel assortment ranging from 0 to 24 (or XS to 3X). And this year, the company announced an expanded partnership with Lands' End - another company that also has a partnership with Kohl's.
The discount department store has recently been pursuing partnerships with a number of retailers and brands. This year, the company said it would sell Eddie Bauer products, then later announced it would bring Tommy Hilfiger men's sportswear to 600 stores and online. A year ago, the company said it would sell Cole Haan footwear in select stores. The biggest tie-up, though, is perhaps with Sephora. Kohl's wants to scale its shop-in-shops with the beauty brand to "at least" 850 of its stores by 2023.
