Kohl's launches Food Network kitchenware line

NEW YORK, Sept 12 (Reuters) - Kohl's Corp (KSS.N) debuted a Food Network-branded kitchenware product line in its stores on Wednesday, part of the department store's campaign to diversify its product line.

Kohl's, based in Menomonee Falls, Wisconsin, is ramping up its unique offerings with the addition of private labels such as Food Network kitchen tools and Vera Wang-branded clothing in an attempt to broaden its customer base and bring in more revenue.

Food Network is a lifestyle television network operated by Scripps networks, a division of E.W. Scripps Co. (SSP.N). The network, based in New York, has an audience of about 90 million U.S. households and averages more than 7 million Internet site users monthly.

In addition to the United States, the network is seen in Canada, Australia, Korea, Thailand, Singapore, the Philippines, Monaco, Andorra, Africa, and France.

The line includes cookware, bakeware, dinnerware, utensils, cutlery, textiles, pantryware and kitchen gadgets. Prices range from $10 to $400.

Kohl's is supporting the launch with a marketing campaign including advertising, promotions, mail and on Kohls.com.

Kohl's shares were down 41 cents at $53.34 on Wednesday on the New York Stock Exchange. (See here for "Shop Talk" -- Reuters' retail and consumer blog) (Reporting by Sarah Coffey)