Sonoma Goods For Life features womens, mens and childens apparel

Sonoma Goods For Life features women's, men's and childen's apparel

US department store retailer Kohl's has relaunched its US$1bn private brand Sonoma Goods For Life, with new designs, in-store and online experiences. 

Designed to offer a casual and easy lifestyle experience across all product categories to better serve today's families, Sonoma Goods For Life features women's, men's and children's apparel, accessories, footwear, home décor, bedding, bath, furniture and beauty products. 

"Sonoma Goods For Life is one of Kohl's largest brands and also represents the greatest opportunity for growth," said Michelle Gass, Kohl's chief merchandising and customer officer. "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." 

Michael Gilbert, Kohl's executive vice president of product development, added that Sonoma Goods For Life is a "reflection of how modern families live – rooted in those everyday pieces for your wardrobe and home you can't live without". 

He added: "Our customers want value they feel good about and products with a purpose that look great, function well and are easy to wear. And that's exactly what Sonoma offers." 

The announcement comes less than a month after the retailer revealed it will close 18 underperforming stores this year after reporting a 20% decline in fourth-quarter net profit, hurt by a higher level of promotional activity which undermined margin. 

Net income amounted to US$296m for the three months to 30 January, compared to $369m in the same period a year ago. Sales edged up 0.8% to $6.39bn from $6.34bn last year, and comparable store sales climbed 0.4%. 

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Kohl's is also following in the footsteps of US department store operator JC Penney, which last month revealed the launch of its Belle + Sky private label fast-fashion brand targeting millennials across 500 stores following a successful pilot last autumn. 

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