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Word on the Street: Kohl’s To Launch Private-Label Plus Size Brand Up To 4X

The mega retailer is the latest company to evolve their plus size clothing assortment while furthering their extended sizes offerings.

Kohl’s announced this week that it will be launching a private-label plus size brand called EVRI, which stands for Easy, Versatile, Real (Value) and Inspiring. The move is meant to enhance Kohl’s present offerings for plus size women and strengthen their position as a destination for the plus size shopper.

With only 247 items currently available in sizes 26 and 4X, this is definitely a positive move for the company in becoming more accessible to another segment of customers. While they deem it size-inclusive and meant for women of ALL shapes and sizes, we think of this as a step in that direction. They’re just not there yet.

Size-inclusive means all sizes and not just ones that companies choose to end the size range at. Stopping at a 4X and size 30W is not being size inclusive.

Read more: What Does “Size Inclusive” Truly Mean?

According to the retailer, their goal with EVRI is to empower plus size women with stylish and functional pieces. Doug Howe, Kohl’s chief merchandising officer said:

“We’re proud to introduce EVRI apparel and enhance our women’s plus offerings to Kohl’s customers nationwide. 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.”

EVRI will offer modern wardrobe essentials and relevant fashion wear that can be worn from day to night, with Kohl’s signature quality and value. The brand wants to focus on fit and creating an easy shopping experience.

Kohl’s seems to want to incorporate a personal aspect to the customer experience and we applaud them for that. However, we have to stress that a woman can feel confident in her own skin and not have to seek out “flattering” clothing to achieve that.

The two big wins with EVRI is that it will be available in-store AND online, and will feature petites and tall sizing. Kohl’s will also offer clothing that takes in account a woman’s body shape, offering additional options in “more curvy” and “less curvy”.

EVRI is set to launch in Spring 2019 and Kohl’s promises that this is just one facet of their transformation of its plus shopping experience in-store and on Kohls.com:

“In Fall 2019, customers will experience Kohl’s redesigned plus in-store layout, which will provide an elevated and cohesive space, allowing women to easily find their best fit in their favorite brands, with apparel specifically designed to meet their needs.”

This comes at a crucial time when plus size women are forced to shop primarily online, due to the lack of plus size brick-and-mortar stores.

We’re excited for EVRI but we hope that Kohl’s remains open to truly finding out what their customer wants and also, refining their language when talking to her.

Our suggestions? Uplift her and recognize that she wants to dress nicely now and not 20 pounds from now. We hope they will use influencers of varying sizes and shapes to consult with and promote the brand. We hope they align with influencers that resonate with customers and the Kohl’s brand and not just choose those with high numbers without vetting them. And please don’t forget those influencers over a size 22 and influencers of color!

Top (from left to right): Liz of With Wonder & Whimsy and Ruthie of RuthieFonseca.com // Bottom (from left to right): Miranda of The Plus Life Blog and Faith of Faithfully Yours

With existing brands such as POPSUGAR at Kohl’s, Simply Vera Vera Wang, LC Lauren Conrad, Jennifer Lopez, Croft & Barrow, Levi, Lee, Gloria Vanderbelt and Dana Buchman, Kohl’s has the potential to give Target and JC Penney a run for their money. We shall see.

Read moreLauren Conrad Expanding into Plus Sizes on Her Line at Kohl’s

What do you think of Kohl’s launching their new brand EVRI next spring? Follow us on social media @plusmodelmag and let us know!

You can check out what Kohl’s currently offers the plus size woman here.

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