Kohl’s Launches REED, a New Designer Partnership With the Man Behind a Million Bags

Iconic accessory designer Reed Krakoff’s first retail partnership of
limited-edition handbags and apparel is now available at Kohl’s

KSS) announced today the highly anticipated collection of handbags and
apparel by industry-leading designer Reed Krakoff is now available
exclusively at Kohl’s stores nationwide and Kohls.com/REED.
The 100-piece REED collection embodies the impeccable design, quality
and style that have become synonymous with Krakoff. Marrying fashion
with function, the line fits seamlessly into everyday wardrobes.

“Kohl’s is always searching for elevated partnerships that will excite
and surprise our customers, and REED has exceeded our expectations,”
said Michelle Gass, Kohl’s chief merchandising and customer officer. “He
is an incredible talent who has been able to create product that is
iconic, elevated and versatile. We know customers are going to love it.”

This is the company’s first limited-edition designer line to feature
handbags. Reflecting the designer’s modern and graphic style, the
customizable collection is filled with colorful handbags and
accessories. The variety of personalized options is endless, including
pouches, key fobs, wallets, crossbodies and totes, which fit together
for a stylish yet functional bag. The statement-making handbag
collection retails between $15 and $129.

In addition to signature handbags, REED includes American
sportswear-inspired apparel for her that retails between $38 and $130.
Perfect for spring, the collection is filled with fun color-blocking,
statement stripes and novelty fabric and prints. The apparel is
available in a full spectrum of silhouettes, including dresses, skirts,
shorts, tees, rompers, vests and more.

“I have always believed great design does not have to be expensive, so
partnering with Kohl’s was a natural fit,” said Reed Krakoff. “My
favorite designs over the past 25 years inspired this collection,
bringing the essence of the most-loved styles to a broader group of
women at a great price and extraordinary quality.”

A leader in the industry and a celebrity favorite, Krakoff is a
three-time Council of Fashion Designers of America, Inc. award winner.
He is also known for his tenure as executive creative director at Coach,
Inc., and his eponymous label. The expertise in designing, touching and
influencing handbags for more than 25 years is transparent in his REED
collection for Kohl’s.

The launch of REED is supported through an integrated advertising and
marketing campaign that spans print, digital and social media. To excite
and engage customers, on Wednesday, April 20th, Kohl’s
surprised 100 women commuting through New York City’s Grand Central
Terminal with a personalized style experience that included a handbag
from the new REED collection. Additionally, five must-follow bloggers
and their REED bags were chronicled throughout the day by street-style
photographers, driving unique content about the new collection via
#MustREEDxKohls. Media, influencers and celebrities also celebrated the
launch with a dinner hosted by Krakoff at the Kohl’s New York Showroom.

About Kohl’s

Kohl’s (NYSE: KSS) is a leading specialty department store with more
than 1,100 stores in 49 states. With a commitment to inspiring and
empowering families to lead fulfilled lives, the company offers amazing
national and exclusive brands, incredible savings and inspiring shopping
experiences in-store, online at Kohls.com
and via mobile devices. Committed to its communities, Kohl’s has raised
nearly $300 million for children’s initiatives nationwide through its
Kohl’s Cares® cause merchandise program, which operates under Kohl’s
Cares, LLC, a wholly-owned subsidiary of Kohl’s Department Stores, Inc.
For additional information about Kohl’s philanthropic and environmental
initiatives, visit www.Kohls.com/Cares.
For a list of store locations and information, or for the added
convenience of shopping online, visit www.Kohls.com.

Connect with Kohl’s:

Facebook (http://www.facebook.com/Kohls)

Twitter (http://twitter.com/Kohls)

Google+ (http://plus.google.com/+Kohls)

Pinterest (http://pinterest.com/Kohls)

Instagram (http://instagram.com/Kohls)

YouTube (http://www.youtube.com/kohls)

About Reed Krakoff

Reed Krakoff is an American fashion designer and Creative Director of
his eponymous label. From 1996 to 2013, he also served as Executive
Creative Director of Coach, Inc. Celebrated for his graphic, sculptural
and uniquely modern style, Krakoff’s work includes ready-to-wear,
handbags and accessories, shoes, jewelry, fragrance and home design. Mr.
Krakoff is the recipient of three Council of Fashion Designers of
America Awards for Accessory Design as well as numerous other fashion
and design awards. The Reed Krakoff brand is headquartered in New York


Lisa Hellman, 917-339-7149
Verette, 262-703-7008