Ashley and Mary-Kate Olsen are taking Elizabeth and James to the mass market. Beginning with the brand’s holiday collection, the fashion brand will be sold in a majority of Kohl’s brick-and-mortar-stores as well as online at kohls.com, according to WWD.

The mass retailer will have exclusive rights to sell Elizabeth and James clothes, handbags, and accessories after fall. Before heading straight to Kohl’s, the brand shipped its last collection to high-end sites including Saks Fifth Avenue, Nordstrom, Net-a-Porter, and Neiman Marcus in fall 2018. While Kohl’s will be the only retailer for a majority of the brand’s products, upscale stores will continue to sell the Elizabeth and James fragrance line.

By bringing the fashion brand to Kohl’s, the three-time CFDA winners will be expanding the Elizabeth and James line nationwide. In addition, this partnership aims to reach the millennial generation, targeting the 25-35 age range.

 

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