Kohl’s Signs Avril Lavigne

Rocker to create juniors brand, Abbey Dawn, for the retailer.

In a partnership with Avril Lavigne, Kohl’s Corp. will expand its exclusive brands with the launch of Abbey Dawn, a juniors lifestyle brand.

Kohl’s will introduce the brand in July for back-to-school, and it will feature new fashion collections every 60 days.

Expected to blend an authentic rock ’n’ roll attitude with a feminine edge, the junior line will retail from $24 to $48. Both apparel and jewelry will be available for the launch, with other categories to be added later.

For complete coverage, see Thursday’s WWD.

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