Kohl's Partners with Rocker Avril Lavigne for New Juniors' Lifestyle Brand to Launch...

Wed Mar 5, 2008 8:00am EST

* Reuters is not responsible for the content in this press release.

Kohl's Partners with Rocker Avril Lavigne for New Juniors' Lifestyle Brand to Launch July 2008

      Abbey Dawn, Available Only at Kohl's, to Debut New Fashion
                       Collections Every 60 Days
MENOMONEE FALLS, Wis.--(Business Wire)--
Kohl's Corporation (NYSE:KSS) and Avril Lavigne today announced
the launch of Abbey Dawn, a new juniors' lifestyle brand. Kohl's will
be the exclusive U.S. retailer for the brand which will feature new
fashion collections updated every 60 days.

   The new cross-category collection blends authentic rock with a
feminine edge and will include quality apparel and accessories at a
great price. Abbey Dawn will launch in Kohl's stores nationwide and
Kohls.com beginning in July 2008, just in time for the back-to-school
season.

   Lavigne's 2008 "The Best Damn Tour" kicked off today in Victoria,
BC and will hit more than 40 North American cities. The Best Damn
Thing, released in April 2007, is already certified platinum in the
U.S. and has sold more than five million copies and 14 million tracks
worldwide. The first single from the album, "Girlfriend," was an
instant smash hit and shot to No.1 on the Billboard Hot 200.
"Girlfriend" was recently named the top download of 2007 by the
International Federation of the Phonographic Industry (IFPI), as fans
around the world have downloaded the song more than 7.3 million times
in eight different languages.

   "I'm thrilled to announce my clothing line Abbey Dawn. Abbey Dawn
will aspire to be a unique and accessible reflection of my
ever-changing style. I'm so excited to be launching exclusively in the
U.S. at Kohl's for back-to-school 2008," says Lavigne.

   "Avril Lavigne is an accomplished artist with a dedicated fan base
who appeals to a broad group of shoppers," said Don Brennan, senior
executive vice president of Kohl's. "We're excited to launch Abbey
Dawn, which will offer new affordable fashion collections every 60
days, further differentiating Kohl's in the marketplace."

   The 2008 back-to-school collection is created from Lavigne's own
closet and will feature two key fashion collections at launch. The
first features a combination of feminine sophistication and
rock-and-roll attitude, which includes bold colors and mix-and-match
iconic prints; and the second features a fusion of ska, reggae and
skater with a balance of traditional tartan plaids, checks and
stripes.

   Apparel and jewelry will be available at launch. Additional
categories may be added over time. Abbey Dawn will be sized 0-13 in
bottoms and S-XL in tops. Apparel prices will range from $24 to $48.

   Abbey Dawn will join Kohl's existing line-up of exclusive and
private brands and comes on the heels of recent announcements like
Dana Buchman and FILA SPORT and successful launches like Simply Vera
Vera Wang and Food Network.

   About Kohl's Department Stores

   Based in Menomonee Falls, Wis., Kohl's (NYSE: KSS) is a
family-focused, value-oriented specialty department store offering
moderately priced, exclusive and national brand apparel, shoes,
accessories, beauty and home products in an exciting shopping
environment. By the end of April, Kohl's will operate 958 stores in 47
states, and in the fall of 2008, Kohl's will celebrate the opening of
its 1000th store. A company committed to the communities it serves
Kohl's has raised more than $85 million for children's initiatives
nationwide through its Kohl's Cares for Kids(R) philanthropic program.
For a list of store locations and information, or for the added
convenience of shopping online, visit www.kohls.com.

   About Avril Lavigne

   Having sold more than 30 million albums and 18 million tracks
worldwide, Avril Lavigne is quickly paving her own path to rock 'n'
roll royalty. She burst onto the music scene in 2002 with the
critically acclaimed Let Go, which featured the smash singles "Sk8r
Boi" and "Complicated." Let Go earned Lavigne eight Grammy nominations
and has sold more than 16 million copies worldwide. Her 2004 sophomore
effort, Under My Skin, debuted at No. 1 on the Billboard charts, as
did her much anticipated third album, Best Damn Thing. Lavigne is also
making a name for herself in the acting world, with a recent role in
the Richard Linklater-directed Fast Food Nation and voice work in the
animated Over the Hedge. For more information visit
www.avrillavigne.com.

Kohl's
Jam Stewart
262-703-7736
Jam.stewart@kohls.com
or
Vicki Shamion
262-703-1464
Vicki.shamion@kohls.com
or
Avril Lavigne
Nicole Perna
310.248.6121
nperna@bwr-la.com

Copyright Business Wire 2008
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