Retail Detail. Sears Expands the Kardashian Clothing Empire

January 12, 2011 • Celebrity Style

Khloe and Kim Kardashian with Bruno Schiavi

So long, Bebe. Hello, Sears. The reality t.v. trifecta known as the Kardashian sisters are at it again, designing that is. WWD reported that Kim, Kourtney and Khloe, are set to unveil merchandise on a bigger retail stage when the Kardashian Kollection launches exclusively at 400 Sears doors in August with in-store shops. The brand is an attempt by Sears Holdings revitalize its contemporary clothing and accessories segment and extend it to a larger audience (let's just hope that audience knows that 'Kollection' isn't really spelled with a 'K').

“We have spent the past year and a half really looking to build a junior business, and we have been happy about where our junior business has gone,” said John Goodman, executive vice president of apparel and home for Sears Holdings. “Now it is a matter of bringing in a new contemporary customer.

The brand, which is produced under license by Australian designer Bruno Schiavi’s, is aimed at Sears customers ages 17 to 35 and will feature about 40 apparel pieces, 20 lingerie styles, 60 jewelry pieces, 30 handbags and wallets, 25 hats and gloves and 12 shoe styles that reflect the, um, diverse fashion tastes of Kim, Kourtney and Khloe, which Schiavi described as leaning toward glamorous, bohemian and rocker, respectively. The prices are yet to be determined, but Goodman and Schiavi said they are within the range of other Sears apparel brands, so, cheap.

The girls have an amazing following. I think they just keep getting bigger and bigger,” Goodman said. "If the Kardashian Kollection meets expectations, it could help propel an apparel turnaround at Sears. We view apparel as one of the largest opportunities for growth within the retail mix of Sears.” Fine, let them have another apparel collection. Just as long as they don't stage another show at Fashion Week…..

-Alia Rajput

Article and Photo Source: WWD

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