Kohl’s Eliminates Some Women’s Clothing Brands: Goodbye Jennifer Lopez, Juicy Couture, Dana Buchman, And More

Kohl’s Corp. (KSS) is making some changes to its women’s apparel brands as it suffers the impact of the coronavirus. The retailer is eliminating eight brands, citing weakened demand for woman’s clothing.

The company is planning on offloading its Jennifer Lopez, Juicy Couture, Popsugar, Dana Buchman, Mudd, Candie’s, Rock and Republic, and Elle brands, Reuters reported.

CEO Michelle Gass said on Kohl’s Q1 2020 earnings call, “Exiting them will create focus and clarity on the brands that will continue. We’re still highly committed to the women’s business. In the short term, we’re facing some challenges here.”

Kohl’s saw sales fall about 44% to $2.16 billion during the coronavirus pandemic as its stores closed temporarily on March 20. To date, Kohl’s has reopened about 50% of its stores and continues to offer online purchases and curbside pickup of orders at most of its retail locations.

Based on the impact of the coronavirus, Kohl’s online sales jumped 24% for the quarter with more than 60% for the month of April alone. The company reported a net loss of $541 million.

Shares of Kohl's stock were down 6.11% as of 3:09 p.m. EDT on Tuesday.