Kohl’s is discontinuing the Dana Buchman brand, according to a memo sent to employees on Wednesday. The decision comes as the retailer looks to streamline its operations and focus on its more profitable private label brands.
Dana Buchman has been a mainstay at Kohl’s for nearly 20 years, but in recent years the brand has struggled to keep up with the pace of fashion. “The decision to discontinue the Dana Buchman brand was difficult, but necessary as we work to elevate our overall brand mix,” said Michelle Gass, Kohl’s CEO, in the memo.
Kohl’s will begin phasing out Dana Buchman merchandise in the coming months and will completely exit the brand by the end of 2018. The retailer will offer employees affected by the decision severance packages and job placement assistance.
Why is Kohl’s discontinuing Dana Buchman?
Kohl’s is discontinuing Dana Buchman in order to streamline its operations and focus on more profitable private label brands.
