Sonoma Goods for Life
Kohl's · United States
Sonoma Goods for Life is a private label brand of the American department store chain Kohl's. It offers casual wardrobe essentials and home goods for the whole family, sold in Kohl's stores and online.
| Owner | Kohl's |
|---|---|
| Type | Private label |
| Focus | Casual essentials and home |
| Channels | Kohl's stores and Kohls.com |
| Website | kohls.com |
What is Sonoma Goods for Life?
Sonoma Goods for Life is an exclusive private brand of Kohl's, the US department store retailer. It covers casual clothing for women, men and children as well as home goods.
Products and positioning
Kohl's positions Sonoma as a casual, easy-to-live-with brand for modern families. The assortment is built around everyday wardrobe essentials that can be mixed and matched, acting as a canvas for personal style, with home products alongside apparel.
History
Kohl's relaunched the brand as Sonoma Goods for Life across all product categories, describing it as the largest brand relaunch in the company's history. The relaunch brought a broader assortment for the whole family, new in-store signage, fixtures and displays, and an updated online shopping experience.
Distribution
As a private label, Sonoma is sold only through Kohl's stores and Kohls.com.
Why it matters
Sonoma illustrates the role of private brands in American department store strategy: an owned label that gives the retailer control over price, assortment and margin in core basics.
Frequently asked questions
Who owns Sonoma Goods for Life?
Sonoma Goods for Life is a private label brand owned by the US department store chain Kohl's.
Where can you buy Sonoma clothing?
Sonoma is sold exclusively in Kohl's stores and on Kohls.com.