Kohl’s Launching Women’s Private-Label Plus Size Brand ‘EVRI’
American department store retail chain Kohl’s is launching a new women’s private-label plus size brand called EVRI this spring.
EVRI, which means Easy, Versatile, Real (value) and Inspiring, will include sizes 0X to 4X (14W to 30W) and it’s going to be available in stores and online. According to Kohl’s, in addition to dresses, tops and bottoms in those sizes, they are going to take into account shape and height, from short to tall, with additional options available in more curvy and less curvy. I can’t wait to see and try the clothes in store.
Doug Howe, Kohl’s chief merchandising officer said in a press release: “We’re proud to introduce EVRI apparel and enhance our women’s plus offerings to Kohl’s customers nationwide”. He also added: “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”.
Kohl’s is working on improving its plus size shopping options and in the Fall, they are going to be redesigning their in-store layout to accommodate more plus size lines including NIKE Plus.
Big props to Kohl’s for doing this and big ups to plus size model and blogger Amber McCulloch of the Blog “Style Plus Curves” for landing her first national campaign. Congratulations!!
February 23, 2019 at 4:00 pm
This is excellent news. I never really shop at Kohls, but might have to check this out. I appreciate that line goes up to size 30 at the start. So many don’t at least at first. Shout out to Amber. I am love seeing more bloggers get more opportunities like this.
February 24, 2019 at 4:16 pm
Right? So cool! I love seeing Amber in the campaign too. Happy Sunday!