Kohl's Partners with Rocker Avril Lavigne for New Juniors' Lifestyle Brand to Launch July 2008Avril Lavigne Announces Abbey Dawn
March 05 2008 - 8:00AM
Business Wire
Kohl's Corporation (NYSE:KSS) and Avril Lavigne today announced the
launch of Abbey Dawn, a new juniors� lifestyle brand. Kohl�s will
be the exclusive U.S. retailer for the brand which will feature new
fashion collections updated every 60 days. The new cross-category
collection blends authentic rock with a feminine edge and will
include quality apparel and accessories at a great price. Abbey
Dawn will launch in Kohl�s stores nationwide and Kohls.com
beginning in July 2008, just in time for the back-to-school season.
Lavigne�s 2008 �The Best Damn Tour� kicked off today in Victoria,
BC and will hit more than 40 North American cities. The Best Damn
Thing, released in April 2007, is already certified platinum in the
U.S. and has sold more than five million copies and 14 million
tracks worldwide. The first single from the album, �Girlfriend,�
was an instant smash hit and shot to No.1 on the Billboard Hot 200.
�Girlfriend� was recently named the top download of 2007 by the
International Federation of the Phonographic Industry (IFPI), as
fans around the world have downloaded the song more than 7.3
million times in eight different languages. �I�m thrilled to
announce my clothing line Abbey Dawn. Abbey Dawn will aspire to be
a unique and accessible reflection of my ever-changing style. I�m
so excited to be launching exclusively in the U.S. at Kohl�s for
back-to-school 2008,� says Lavigne. �Avril Lavigne is an
accomplished artist with a dedicated fan base who appeals to a
broad group of shoppers,� said Don Brennan, senior executive vice
president of Kohl�s. �We�re excited to launch Abbey Dawn, which
will offer new affordable fashion collections every 60 days,
further differentiating Kohl�s in the marketplace.� The 2008
back-to-school collection is created from Lavigne�s own closet and
will feature two key fashion collections at launch. The first
features a combination of feminine sophistication and rock-and-roll
attitude, which includes bold colors and mix-and-match iconic
prints; and the second features a fusion of ska, reggae and skater
with a balance of traditional tartan plaids, checks and stripes.
Apparel and jewelry will be available at launch. Additional
categories may be added over time. Abbey Dawn will be sized 0-13 in
bottoms and S-XL in tops. Apparel prices will range from $24 to
$48. Abbey Dawn will join Kohl�s existing line-up of exclusive and
private brands and comes on the heels of recent announcements like
Dana Buchman and FILA SPORT and successful launches like Simply
Vera Vera Wang and Food Network. About Kohl�s Department Stores
Based in Menomonee Falls, Wis., Kohl�s (NYSE: KSS) is a
family-focused, value-oriented specialty department store offering
moderately priced, exclusive and national brand apparel, shoes,
accessories, beauty and home products in an exciting shopping
environment. By the end of April, Kohl�s will operate 958 stores in
47 states, and in the fall of 2008, Kohl�s will celebrate the
opening of its 1000th store. A company committed to the communities
it serves Kohl�s has raised more than $85 million for children�s
initiatives nationwide through its Kohl�s Cares for Kids�
philanthropic program. For a list of store locations and
information, or for the added convenience of shopping online, visit
www.kohls.com. About Avril Lavigne Having sold more than 30 million
albums and 18 million tracks worldwide, Avril Lavigne is quickly
paving her own path to rock �n� roll royalty. She burst onto the
music scene in 2002 with the critically acclaimed Let Go, which
featured the smash singles �Sk8r Boi� and �Complicated.� Let Go
earned Lavigne eight Grammy nominations and has sold more than 16
million copies worldwide. Her 2004 sophomore effort, Under My Skin,
debuted at No. 1 on the Billboard charts, as did her much
anticipated third album, Best Damn Thing. Lavigne is also making a
name for herself in the acting world, with a recent role in the
Richard Linklater-directed Fast Food Nation and voice work in the
animated Over the Hedge. For more information visit
www.avrillavigne.com.
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