Kohl’s introduces revolving private label brand built around design diversity

The Sonoma Community brand amplifies the work of Kohl’s Diversity Design Council, a group of Kohl’s associates who oversee authenticity in the design and product curation.

Menonomee Falls, Wis. – Kohl’s has a created a spin-off label under its Sonoma Goods for Life umbrella that will offer curated designs in multiple product categories.

The new Sonoma Community brand kicks off with an assortment dedicated to Hispanic Heritage Month. Produced through the work of Kohl’s Diversity Design Council (DDC), the assortment includes tees for the family, tote bags, throw blankets, kitchen towels, pet bandanas, hats, candles, kids books and more.

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.

“We know Kohl’s has customers and associates who come from all different backgrounds, cultures and ethnicities,” 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.”

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