This is an early renewal of the long-term contract, based on the success of the Simply range, both at the department stores across the United States and the retailers online channel.
As part of the license agreement, Vera Wang has confirmed that it will be extending the license agreement to include cosmetics, which are likely to appear in Kohl’s department stores and its online website by spring of 2012.
To date Vera Wang’s presence in the cosmetics arena has been restricted to a range of fragrances, including a self-named line that is licensed by US fragrance giant Coty.
First foray into cosmetics
Vera Wang and Kohl’s first embarked on a licensing agreement together in 2006, and to date that agreement now extends to apparel, intimates and sleepwear, handbags, leather accessories, jewelry, footwear, bedding and bath.
The foray into cosmetics will be the first for Vera Wang, but the continued success of the brand in the fashion world, combined with the rising profile of the brand in the fragrance segment is likely to lend kudos to the range extension.
The Simply Vera Vera Wang range has served to increase Kohl’s sales significantly in recent years. Indeed, in the third quarter of 2010, Kohl’s said that it accounted for approximately 46 per cent of total sales in its exclusive and private brand category.
Building on the success
By extending the portfolio range into cosmetics, Kohl’s says it hopes to continue to develop sales for the brand still further.
In a statement founder and owner Vera Wang said that the agreement would allow her to share her own skin care and make-up regimen with American consumers, while also serving to develop her business relationship with Kohl’s.
The Simply Vera Vera Wang range of cosmetics will include make-up and color, skin care, bath and body products, together with beauty accessories.