The news of its new licensing agreement with Kohl’s, then, may not seem like something to celebrate, but there’s been no confirmation that it’s a sign of financial hardship; in fact, it appears you can now actually afford to dress the way the Olsens see fit. “We have always seen Elizabeth and James speaking to a much larger audience and this new business model with Kohl’s will allow us to achieve that,” Ashley told WWD, adding that she and her sister are “excited” to work with Kohl’s in “building out additional lifestyle categories”—expanding their offerings, which also include beauty products, and creating “a new shopping experience” for their customers. (A new experience is most definitely in store for those on the design team at Kohl’s too: that of having the Olsens oversee their work.
While she refrained from citing specific prices, Mary-Kate assured WWD that her and her sister’s “vision” for Elizabeth and James is to “offer women access to premium fashion at an affordable price without sacrificing quality and fit. ” So while the Journal Sentinel, which, like Kohl’s, is based in Milwaukee, might be right in describing the store’s clientele as “suburban moms,” if Narciso Rodriguez and plenty of other designers who have Kohl’s diffusion lines are any indication, they will be quite fashionable ones at that.