LOS ANGELES — The Kardashians by Bebe line was apparently just a teaser.
The seemingly ubiquitous reality television sisters, Kim, Kourtney and Khloe, are set to unveil merchandise on a bigger retail stage when the Kardashian Kollection launches exclusively at 400 Sears doors in August with in-store shops. The brand, which is produced under license by Australian designer Bruno Schiavi’s Jupi Corp., is a critical component of Sears Holdings Corp.’s strategy to energize its contemporary clothing and accessories segment. The market will get an initial jolt at the store with the introduction of the French Connection-Sears hook-up UK Style by French Connection in March.
“We have spent the past year and a half really looking to build a junior business, and we have been happy about where our junior business has gone,” said John Goodman, executive vice president of apparel and home for Sears Holdings. “Now it is a matter of bringing in a new contemporary customer.”
Kim Kardashian extolled the Sears partnership as a vehicle to “cater to our fans and to make sure that everyone can have access to the Kardashian Kollection.”
Khloe Kardashian added, “Not only do they have locations nationwide, but we recognize that Sears will allow us to reach multigenerations of fans and people who are interested in fabulous clothing at affordable prices.”
Perhaps astonishingly for the red-carpet regulars, Kourtney Kardashian even remarked that the Kardashian sisters are patrons of Sears. “We love Sears. There is a Sears right near our house,” she said. “It’s such a great store that is part of America’s retail history.”
The Kardashian Kollection is aimed at Sears customers ages 17 to 35 and will feature about 40 apparel pieces, 20 lingerie styles, 60 jewelry items, 30 handbags and wallets, 25 hats and gloves and 12 shoe choices that reflect the divergent fashion tastes of Kim, Kourtney and Khloe, which Schiavi described as leaning toward glamorous, bohemian and rocker, respectively. The prices are yet to be determined, but Goodman and Schiavi said they are within the range of other Sears apparel brands.
In its first year at Sears, Schiavi estimated the Kardashian Kollection could generate sales of $200 million to $300 million. He said national television and print advertising and social media outreach would support the launch. The Kardashian sisters are also planning to make appearances at Sears across the nation. Next year, the Kardashian Kollection could be expanded in Sears beyond 400 doors.
The Kardashian Kollection is the latest in a Kardashian fashion and beauty empire that started with the Kardashians by Bebe line, which finishes with resort 2011. Among other things, Kim and mother Kris Jenner are spokeswomen for Skechers’ Shape-ups; the sisters front an apparel line sold on QVC called K-Dash; Kim Kardashian has a namesake perfume and is the face of FusionBeauty’s lip plumpers, and the sibling threesome owns and operates Dash boutiques in Calabasas, Calif., New York and Miami.
Jupi and Sears are convinced the Kardashians aren’t fading from the spotlight anytime soon. “The girls have an amazing following. I think they just keep getting bigger and bigger,” said Goodman.
If the Kardashian Kollection meets expectations, it could help propel an apparel turnaround at Sears.“We view apparel as one of the largest opportunities for growth within the retail mix of Sears,” said Goodman. “Fixing the apparel business is a top priority.”
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty