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08/24/2022

Kohl's Brings Diversity To Sonoma Private Label

The new Sonoma Community sub-brand will include a broad range of home goods and apparel designed to capture the spirit of various cultures.
Greg Sleter
Associate Publisher/Executive Editor
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Kohl's

Kohl’s is expanding its private label flagship brand Sonoma Goods for Life with the debut of Sonoma Community, a new sub-brand designed to celebrate diversity and inclusion. 

The initial collection will feature an assortment dedicated to celebrating Hispanic Heritage Month and feature apparel and products that offer customers unique ways to celebrate Hispanic and Latino culture and traditions.

The Sonoma Community brand amplifies the work of Kohl’s Diversity Design Council (DDC), a group of company associates who “create authenticity in the design, art and curation of Kohl’s products through their shared cultures, allyship and experiences.” The DDC gives Kohl’s associates an opportunity to share the experiences of their community and culture through art and design, and to create a more diverse, inclusive and supportive experience for customers. 

Members of the DDC design the product, create the art featured on the product and/or curate the product sold through the collection. Art featured in some Sonoma Community collections may also be created by external guest artists who represent the culture being celebrated.

“As a national company with a presence all over the country, it’s imperative that we are able to offer apparel and products that accurately and authentically represent and celebrate the different customers that we serve, and associates that work at Kohl’s,” said Michelle A. Banks, Kohl’s chief diversity and inclusion officer. “The debut of Sonoma Community is the next step on Kohl’s DEI journey, and through these collections, we are excited to more purposefully deliver offerings that help our customers and associates see themselves reflected and represented in our brands.”

The Sonoma Community brand will offer seven collections throughout the year to reflect different cultural celebrations, including Lunar New Year, Black History Month, Women’s History Month, Asian American Pacific Islander Native Hawaiian Heritage Month, Pride Month, Hispanic Heritage Month, and Veterans Day. 

The introduction of the Sonoma Community brand debuts with an assortment dedicated to celebrating Hispanic Heritage Month, and features apparel and products from the DDC to reflect the Hispanic and Latino culture and community, including tees for the family, tote bags, hats, candles, throw blankets, kids books, kitchen towels, pet bandanas, and more.

The initial Sonoma Community assortment and its Hispanic Heritage Month collection is now available in more than 600 stores and online at Kohls.com.