Kohl’s has added the Buffalo David Bitton label to its assortment, elevating its denim assortment in stores and online.
Kohl’s said Buffalo David Bitton, which is owned by Iconix International, is a “leading, responsibly made, premium denim brand celebrating its 50th anniversary.” Centric Brands designs, sources and markets the product.
Kohl’s is selling the label in more than 600 stores and on kohls.com. Styles include straight and slim leg for men, as well as wide-legged, boot-cut and mom jeans for women. The assortment also offers some sportswear including shackets for women and tops for men.Kohl’s wants to be regarded as a stronger denim destination with more relevant casual merchandise. Denim in the stores is adjacent to Sephora. Other key brands at Kohl’s are Calvin Klein, Tommy Hilfiger, Adidas, Champion, Draper James, RSVP, LC Lauren Conrad, Nike, Under Armour and Wrangler.
The industry has been closely watching how Kohl’s evolves its merchandising and other strategies and fills some key senior slots recently vacated, in the wake of activist investors pressuring the management to increase shareholder value and the recent unsuccessful bidding to buy Kohl’s. On the personnel side of the business, Kohl’s continues to search for a chief merchant and a chief marketing officer.
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