Kohl's announces upcoming plus-size brand EVRI

By

Robin Driver

Published
Sep 25, 2018

Department store chain Kohl’s Corporation on Tuesday unveiled EVRI, a new private-label plus-size womenswear brand set to launch in Spring 2019, as the company aims to expand its offering in the inclusive clothing segment.

 
The brand, whose name stands for “Easy, Versatile, Real (Value) and Inspiring”, will provide women’s apparel in sizes 0X-4X in tops and 14W-30W in bottoms, while its offering will focus on wardrobe essentials and easy-to-wear fashion pieces for both day and night.
 
Clothes will be conceived with comfort and fit in mind, and propose options catering to a wide range of shapes and heights with the possibility to choose shorter and taller versions of pieces as well as curvier and les curvy options.

The launch of EVRI is just one step in a wider overhaul taking place in Kohl’s approach to plus-size consumers. The retailer will also be rolling out Nike Plus in Spring 2019, with a new, more cohesive layout set to debut in its in-store plus-size departments in Fall of the same year.
 
“We’ve seen an opportunity to better meet the needs of our customers and are focused on providing the products and experience she expects,” said Kohl’s chief merchandising officer Doug Howe in a release. “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.”
 
Kohl’s already stocks a number of size-inclusive brands such as Popsugar at Kohl’s, Apt. 9, Sonoma Goods for Life, Simply Vera Vera Wang, Jennifer Lopez, Levi and Lee, among others.