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Elle magazine plans to launch a line of branded clothing to be sold at Kohl’s department stores.
Elle owner Hachette Filipacchi and Kohl’s owner Lagardere Active Media were merged in 2006, putting a single executive, Didier Quillot, in charge. The goal of Quillot’s appointment was to streamline Lagardere’s global publishing operations and move them into digital content distribution more aggressively, writes MediaPost.
Hachette and Lagardere have worked together to create mobile content for magazines such as Car & Driver, Elle and American Photo. But the move to create branded clothing for Elle hints that digital initiatives are not the only ways the companies hope to leverage their assetts.
Elle is one of a number of magazines that have announced branded products in the past year or so. Maxim magazine has launched a series of nightclubs and steakhouses, Country Living has released a line of specialty food products, and Rachael Ray has opened a restaurant in Manhattan.
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