Kohl’s Relaunches Sonoma Goods For Life Brand

Kohl’s has officially relaunched its Sonoma Goods For Life private label across all product categories including womens, mens and kids apparel, accessories, footwear, home décor, bedding, bath, furniture and beauty. Designed to offer a casual and easy lifestyle experience, the brand has been updated to better serve today’s families, the company said.

The updated Sonoma Goods For Life brand rolls out with a new, curated assortment that focuses on, as Kohl’s characterized it, modern, useful and versatile fashion and home essentials, providing customers with products that help them live smarter, simpler, better lives.

To support the relaunch, Kohl’s will mount in-store and online marketing in an effort that includes refreshed packaging, fixtures and graphics. The retailer also plans dedicated advertising across all major broadcast networks, cable, syndicated properties, online video, social media, direct mail distribution and personalized email communication.

Consumers can browse the updated product assortment at Kohls.com/SonomaGoodsForLife for the new Kohls.com landing page experience.

“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.”