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Kardashian Kollection launches

The Kardashian Kollection of apparel, accessories, footwear, jewelry, and lingerie launch today at 700 Sears stores. The collection will encompass the personal fashion and lifestyle tastes of the three Kardashian sisters: Kim’s sexy red-carpet looks, Khloe’s rocker style and Kourtney’s updated Bohemian style.

John Goodman, executive vice president of apparel and home accessories for Sears Holdings, described the Kardashian project as “very important” for the department store chain.

“We’ve been trying to bring in different national brands and exclusive brands as well as celebrity brands. Over the past year, we’ve opened our San Francisco office and began reinventing Sears apparel, which has been a very big task,” said Goodman. “We did a soft launch in September with a pre-sell of the Kardashian Kollection.…The prelaunch was very successful and key items sold out in a week and a half.”

Goodman noted that all product categories will be housed in dedicated Kardashian Kollection shop-in-shop environments in 400 Sears doors, while an additional 300 units will showcase “elements of the collection.”

“We feel this will change the look of Sears in a very positive way. Sears is known more for its hard line business but we are becoming a player in apparel again,” said Goodman.

Sears teamed with Australia-based Jupi International, headed by entrepreneur Bruno Schiavi, and the Kardashian sisters on the collaboration for which the Kardashians have final product approval.

Schiavi said a winning formula for the collection is a range of intimates and ready-to-wear that can be mixed and matched.

“We wanted to create a high-end look at a very affordable price, creating looks that are visually appealing such as mixing a corset with leggings,” said Schiavi. “We wanted to create a collection accessible to all shapes and sizes and nationalities. Everything created is done by the girls from start to finish…and the girls love lingerie.”


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