The womenswear brand founded by Reese Witherspoon is selling a collection of over 100 pieces designed with and exclusively sold at Kohl’s.
Draper James has taken a steady approach to its retail development, focussing mainly on direct-to-consumer sales and opening just four of its own stores. The new collection with Kohl’s is nearly as large as Draper James’ entire main product catalogue and it will be sold in over 500 Kohl’s store locations, as well as online.
“The only comparable partnership we’ve done was one with Land’s End in September of 2021, but that was online-only,” Erin Moennich, Chief Executive Officer said. “This is 500 stores, so it’s huge for us. DTC is still an important part of our business, but diversification through partnerships like this presents a big opportunity for growth.”
According to Moennich, the appeal of the partnership is audience acquisition, with the hope being to see a flood of new customers to the brand. Draper James will have its own dedicated section next to Sephora shop-in-shops, which will be decorated with Draper James colours, logos and signature striped branding.
