By April MacIntyre Oct 3, 2009, 17:51 GMT
Lauren Conrad managed to transform herself from MTV reality TV star to fashion forward designer, and she was tapped by Kohls, a leading retail giant, to lead the way for their contemporary fashion offerings this Fall.
LC Lauren Conrad will launch in the women’s department in approximately 300 Kohl’s stores and Kohls.com this October.
The fashion forward collection promises big style and a value, and Conrad's creative offerings are expected to boost Kohls' bottom line LINK.
The details of the deal:
Kohl’s will be the exclusive U.S. retailer of all LC Lauren Conrad merchandise. Lauren's new line for Kohls will consist of clothing and may expand into additional categories such as footwear, jewelry, handbags, intimates and sleepwear. Retail prices will range from $20 to $60.
The launch of LC Lauren Conrad builds on Kohl’s private and exclusive brand strategy, which has been well received by customers and accounted for nearly 42 percent of total sales in 2008.
“We are very excited to announce our partnership with Lauren Conrad, a pop culture icon whose style resonates with our contemporary customer,” said Don Brennan, senior executive vice president of Kohl’s Department Stores. “We are confident the LC Lauren Conrad collection brings customers both the contemporary style and the world-class brands they want at a price that delivers incredible value.”
Under the agreement, Conrad and Kohl’s will collaborate on the design of the brand. Kohl’s will lead the manufacturing, production, distribution and marketing of the collection. Conrad’s image and likeness will be used throughout their national advertising, in store graphics, online and digital media, direct mail and public relations.
“Partnering with a successful national retailer like Kohl’s supports my mission to make great clothing accessible to young women everywhere,” said Lauren Conrad. “The collection is a reflection of my personal style and will offer fresh, California Casual designs at an affordable price.”
Born and raised in Laguna Beach, California, Lauren Conrad became the star of MTV's hit reality series, "Laguna Beach," then in "The Hills." During her reality television series run, Conrad also began her fashion career as an intern at Teen Vogue and attended the Fashion Institute of Design and Merchandising in Los Angeles. In 2007 Lauren launched her first clothing line Lauren Conrad Collection. The line, currently in over 500 boutiques across the country plans to expand overseas by 2010. In 2009 Lauren added “author” to her resume signing a three book deal with Harper Collins. Her first novel, “L.A. Candy” has been a bestseller on the New York Times book list.
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