Kohl’s Debuts Private Label Plus-Size Brand

  • September 26, 2018 at 5:03 PM EDT
  • By Adam Blair
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For spring 2019, Kohl’s will launch its EVRI private label plus-size women’s apparel brand. The introduction of EVRI, which stands for Easy, Versatile, Real (Value) and Inspiring, is part of a planned transformation of Kohl’s plus-size shopping experience both in-store and online.

The EVRI brand will include tops in sizes 0X-4X and 14W-30W in bottoms, offering wardrobe essentials and fashion items for both day and evening wear. Kohl’s also will add the Nike Plus brand to its size-inclusive offerings. By fall 2019, the retailer plans to introduce a redesigned in-store layout for plus shoppers, providing a cohesive space featuring apparel specifically designed to meet their needs.

“We’re proud to introduce EVRI apparel and enhance our women’s plus offerings to Kohl’s customers nationwide,” said Kohl’s CMO Doug Howe in a statement. “We’ve seen an opportunity to better meet the needs of our customers and are focused on providing the products and experience she expects. From a revamped store layout to fit-focused sizing, the addition of EVRI to our women’s portfolio further illustrates our commitment to providing all customers with a positive and easy shopping experience.”

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Other retailers have made moves to improve their offerings in this category. In August 2018, Old Navy announced that it would debut Plus shops in 75 stores, bringing items that had previously been available only online into brick-and-mortar locations. In 2017, H&M, Fabletics and Nike added more plus-sized options to their apparel assortments.

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