New apparel line offers women more to love at Kmart
Hoffman Estates, Ill. -- Look out Lane Bryant. An exclusive line of plus-size apparel is launching this month at Kmart under the LYS brand names, which stands for love your style and love your size. The LYS collection is said to feature trend forward separates that are designed to flatter plus-size women of all shapes and sizes including printed halters, skinny jeans and tunic dresses.
“The launch of LYS sends another strong message to the market that Kmart is serious about fashion and committed to bringing incredible style and quality to all women,” said Tara Poseley, SVP and president of Kmart apparel. “With the addition of labels like LYS, the Sofia Vergara Collection, Bongo and Dream Out Loud by Selena Gomez, we’re giving them a number of compelling reasons to shop our stores or check us out online.”
The LYS collection offers items that are easy to mix and match to create casual yet sophisticated looks from head to toe, according to Kmart. The ready-to-wear collection ranges from drape-front sweaters, cropped jackets and reversible tank tops to denim cargo, satin pants, embellished leggings and tiered miniskirts all of which are designed to create endless chic combinations in the seasons’ hottest colors that will help women transition seamlessly from the work week to the weekend.
Prices will range from $14.99 to $29.99 and the LYS collection is currently available in 450 stores in sizes including 1X to 3X and 18W to 26W.
“We are always looking for ways to enhance our brand portfolio to better meet the fashion needs of all of our customers,” said John Goodman, EVP of apparel and home for Sears Holdings. “Many retailers overlook the plus-size category, which has created an opportunity for Kmart to become a destination for that particular customer. We are excited to launch LYS, offering trends and styles that all women want, at approachable prices.”