Shop Talk

Retailers, consumers and prices

Oops, they (Kohl’s and Britney) did it again

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BRITNEYLooks like Kohl’s has not found its partnership with pop starlet Britney Spears and the clothing line she shills to be “Toxic.”

Kohl’s, seen in some circles as dowdy and bland, has been on a campaign to spice things up in recent years, hence Britney’s pitching gig for Candie’s, a line of women’s clothes available only at Kohl’s.

Last year Britney signed on to be the spokesperson for Iconix Brand Group’s Candie’s brand and on Tuesday, all parties said the deal had been extended a second year. Spears even told fans about it on her own site.

Kohl’s, like most retail chains, wants to beef up its exclusives, adding to its Simply Vera Wang and Dana Buchman women’s clothing lines. And raising more than a few eyebrows, CEO Kevin Mansell hinted in November that Kohl’s would sell ever sexier lingerie.

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