Kohl’s private brand gets a facelift

By

Jennifer Braun

Published
Mar 14, 2016

Specialty department store Kohl’s announced on Monday the re-launch of its billion-dollar private brand, Sonoma Goods For Life.
 
The lifestyle brand now has a new look and design in-store as well as online, in order to better serve customers. The facelift includes refreshed packaging, fixtures and online graphics.

 
“Sonoma Goods For Life is one of Kohl’s largest brands and also represents the greatest opportunity for growth. We’re elevating the collection and creating a more exciting and cohesive offering. We believe that the new Sonoma will resonate with our customers and build great momentum for Kohl's,” says Michelle Gass, Kohl’s chief merchandising and customer officer, in a news statement.
 
Sonoma Goods For Life product offering includes women’s, men’s and kids apparel, accessories, footwear, home décor, bedding, bath, furniture and beauty.

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Kohl’s has more than 1,100 stores in 49 states.