March 5, 2008
KOHL'S PARTNERS WITH ROCKER AVRIL LAVIGNE FOR NEW JUNIORS' LIFESTYLE BRAND TO LAUNCH JULY 2008
Abbey Dawn, Available Only at Kohl’s, to Debut New Fashion
Collections Every 60 Days
MENOMONEE FALLS, Wis., March 5, 2008 — Kohl's Corporation (NYSE:KSS) and Avril Lavigne today announced the launch of Abbey Dawn, a new juniors' lifestyle brand. Kohl’s will be the exclusive U.S. retailer for the brand which will feature new fashion collections updated every 60 days.
The new cross-category collection blends authentic rock with a feminine edge and will include quality apparel and accessories at a great price. Abbey Dawn will launch in Kohl’s stores nationwide and Kohls.com beginning in July 2008, just in time for the back-to-school season.
Lavigne’s 2008 “The Best Damn Tour” kicked off today in Victoria, BC and will hit more than 40 North American cities. The Best Damn Thing, released in April 2007, is already certified platinum in the U.S. and has sold more than five million copies and 14 million tracks worldwide. The first single from the album, “Girlfriend,” was an instant smash hit and shot to No. 1 on the Billboard Hot 200. “Girlfriend” was recently named the top download of 2007 by the International Federation of the Phonographic Industry (IFPI), as fans around the world have downloaded the song more than 7.3 million times in eight different languages.
“I’m thrilled to announce my clothing line Abbey Dawn. Abbey Dawn will aspire to be a unique and accessible reflection of my ever-changing style. I’m so excited to be launching exclusively in the U.S. at Kohl's for back-to-school 2008,” says Lavigne.
“Avril Lavigne is an accomplished artist with a dedicated fan base who appeals to a broad group of shoppers,” said Don Brennan, senior executive vice president of Kohl’s. “We’re excited to launch Abbey Dawn, which will offer new affordable fashion collections every 60 days, further differentiating Kohl’s in the marketplace.”
The 2008 back-to-school collection is created from Lavigne’s own closet and will feature two key fashion collections at launch. The first features a combination of feminine sophistication and rock-and-roll attitude, which includes bold colors and mix-and-match iconic prints; and the second features a fusion of ska, reggae and skater with a balance of traditional tartan plaids, checks and stripes.
Apparel and jewelry will be available at launch. Additional categories may be added over time. Abbey Dawn will be sized 0-13 in bottoms and S-XL in tops. Apparel prices will range from $24 to $48.
Abbey Dawn will join Kohl’s existing line-up of exclusive and private brands and comes on the heels of recent announcements like Dana Buchman and FILA SPORT and successful launches like Simply Vera Vera Wang and Food Network.