Top 35 Private Label Retailers: Kohl's Corporation

Estimated 2012 private label sales: $10.0 billionKohls Corporation

Banner: Kohl’s

Private and exclusive labels: Jennifer Lopez, Marc Anthony, Rock & Republic, DesigNation, Simply Vera Wang, Princess Vera Wang, Bobby Flay, Dana Buchman, Mudd, Tony Hawk, Apt. 9, Chaps, Jumping Beans, Sonoma life + style, Candies, Elle, LC Lauren Conrad, Food Network

Notes: Although Kohl’s got its start in the supermarket business (eventually selling to A&P, which subsequently dissolved that business), its chain of department store, dating back to the 1960s, continues to thrive. Although the chain has seen its share of struggles, it finished 2012 strong. Earlier this year, Kohl’s CEO Kevin Mansell noted, “From a brand perspective, 48 percent of our fourth quarter sales were private and exclusive only-at-Kohl’s brands, an increase of approximately 30 basis points over the fourth quarter of 2011.” Part of the reason for this success has resulted from eliminating redundancy between store and exclusive brands. As J. C. Penney continues to struggle, it’s incumbent upon Kohl’s to capture a strong percentage of that business through innovation—while retaining value appeal—in its private and exclusive brands.



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