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Kohl’s to Enhance Plus Offerings with New Private Label, Store Revamp

Kohl’s is making moves to become the go-to retail destination for plus-size clothing.

The retailer recently announced new private-label brand Evri, the latest addition to its existing collection of plus-size fashion for women, which will launch next spring. Touting Evri as both “modern” and “size-inclusive,” Kohl’s executives see the launch as an opening to expand its customer base and build upon its recent success.

“We’re proud to introduce Evri apparel and enhance our women’s plus offerings to Kohl’s customers nationwide,” said Doug Howe, Kohl’s chief merchandising officer, in a statement. “We’ve seen an opportunity to better meet the needs of our customers and are focused on providing the products and experience she expects.”

Kohl’s has been active in diversifying its appeal and has recorded four straight quarters of sales growth, culminating in a 3.1% comparable sales increase in Q2 of this year. In August, Kohl’s and ABG announced a deal that would bring Nine West footwear, outerwear and accessories to Kohl’s stores.

Evri, which is an acronym for “Easy, Versatile, Real (Value) and Inspiring,” will come in sizes 0X-4X in tops and 14W-30W in bottoms. Initial offerings will include dresses, tops and bottoms that consider both height and weight and feature fits like short, tall, curvy and less curvy.

The inclusion of additional sizes is expected to attract more shoppers, and Kohl’s hopes to capitalize on this with a revamp of its in-store and online plus-size shopping experience. Beginning next fall, Kohl’s will roll out an “elevated and cohesive space” for its plus-size customers.

“From a revamped store layout to fit-focused sizing, the addition of Evri to our women’s portfolio further illustrates our commitment to providing all customers with a positive and easy shopping experience,” Howe said.

In announcing Evri’s launch, Kohl’s also said the company is planning a further rollout of Nike Plus beginning spring 2019, which will include plus-size options for men, women and children.