As if Kohl’s doesn’t already have the cutest merchandise ever, their selection is about to grow thanks to a new and exclusive partnership with a pair of sisters you’re no doubt familiar with — the Olsen Twins.
The sisters’ Elizabeth and James brand is not only coming to the majority of Kohl’s stores nationwide and Kohls.com this holiday season, but Kohl’s will be the exclusive retailer of the line, which includes apparel, handbags, accessories and beauty products.
The brand was founded in 2007 by Ashley Olsen and Mary-Kate Olsen, who will continue serving as creative directors and lead the product design.
“Our vision for Elizabeth and James is to deliver a lifestyle brand that offers women access to premium fashion at an affordable price without sacrificing quality and fit,” Mary-Kate said in a press release. “Kohl’s is the right partner to take our brand into a new era, while staying true to the high-quality, fashion-forward designs that our loyal brand enthusiasts expect from us. Leveraging Kohl’s extensive store network and digital platform will also allow us to reach a much larger audience than we have in the past and for this, we are particularly excited.”
While we don’t know exactly what to expect from the line, Kohl’s chief merchandising officer Doug Howe says the brand is sophisticated and modern and will “heighten what it means to make fashion accessible,” while Michelle Gass, Kohl’s chief executive officer, says the line will support their effort to get new customers, particularly millennials.
“We have always seen Elizabeth and James speaking to a much larger audience and this new business model with Kohl’s will allow us to achieve that,” Ashley said. “Mary-Kate and I are excited to work with them building out additional lifestyle categories and curating spaces that will bring a new shopping experience to our customer.”
Elizabeth and James will be joining some other well-known brands already at Kohl’s, including LC Lauren Conrad, Simply Vera Vera Wang, Nike and, launching in the fall, Nine West.
What are you hoping to see from Elizabeth and James when it hits Kohl’s stores this holiday season?