Kohl’s Relaunches Private Label Brand

Sonoma Goods For Life will be promoted through refreshed packaging, fixtures and graphics, as well as marketing efforts
March 14, 2016Allison Zisko

kohls_sonoma_private_labelThe Sonoma Goods For Life brand includes home decor.
MENOMONEE FALLS, Wis.—Kohl’s has re-launched its private-label brand, Sonoma Goods For Life, as a curated assortment of versatile fashion and home essentials to help consumers live smarter, simpler, better lives.

“As part of Kohl’s Greatness Agenda, we want to inspire our customers by giving them amazing products that deepen their engagement with our brand,” said Michelle Gass, Kohl’s chief merchandising and customer officer. “Sonoma Goods For Life is one of Kohl’s largest brands and also represents the greatest opportunity for growth. We’re elevating the collection and creating a more exciting and cohesive offering. We believe that the new Sonoma will resonate with our customers and build great momentum for Kohl’s.”

Sonoma Goods For Life is offered in home décor, bedding, bath and furniture, as well as apparel, accessories, footwear and beauty.

Sonoma Goods For Life’s will be promoted in-store and online through refreshed packaging, fixtures and graphics. The re-launch will be marketed on television, cable, syndicated properties, online video, social media, direct mail distribution and personalized email communication.

Allison ZiskoAllison Zisko | Managing Editor/Tabletop Editor

After 15 years of covering the tabletop industry, Allison Zisko is still as enthusiastic as ever about the dinnerware, glassware and flatware categories. An in-depth analysis of how the category works intrigues her just as much as the latest fashion trends. As managing editor, Allison oversees the daily e-newsletter and works behind the scenes to help produce the print issue each month. She also directs HFN’s housewares coverage and covers the cutlery category. An avid reader, Allison is eager to talk to anyone and everyone about the latest book they are reading.


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