What: ELLE Decor, the stylish magazine for the home is partnering with Kohl’s to introduce their new home collection line that offers budget priced contemporary and on-trend home furnishings. The line includes decorative pillows, frames, accent items, candles and holders and small furniture at prices ranging from $9.99 to $149.99.
What They Say: “The expansion of our ELLE-branded lifestyle collection into the home category leverages the strong equity from an existing brand and increases its penetration across the store,” said Don Brennan, senior executive vice president of Kohl’s Department Stores. “We continue to differentiate Kohl’s with exclusive, world-class partnerships and remain committed to growing market share.”
What We Say: We’re all about budget friendly ways to decorate our homes, so we welcome the line. However, home furnishing lines at Kohl’s have a tendency to be a bit on the boring side. We’re interested to see how the Elle Decor line competes with the similar lines at Target (like Thomas O’Brien).