• March 6, 2008

Kohl's Corporation and Avril Lavigne have launched Abbey Dawn, a new juniors' lifestyle brand. Kohl's will be the exclusive U.S. retailer for the brand, which will feature new fashion collections updated every 60 days.

Abbey Dawn will launch in Kohl's stores nationwide and Kohls.com beginning in July, just in time for the back-to-school season.

Lavigne's 2008 "The Best Damn Tour" kicked off today in Victoria, B.C.. and will hit more than 40 North American cities. "The Best Damn Thing," released in April 2007, is already certified platinum in the U.S. and has sold more than five million copies and 14 million tracks worldwide.

The 2008 back-to-school collection is created from Lavigne's own closet and will feature two key fashion collections at launch. The first features a combination of feminine sophistication and rock-and-roll attitude, which includes bold colors and mix-and-match iconic prints; and the second features a fusion of ska, reggae and skater with a balance of traditional tartan plaids, checks and stripes.

Apparel and jewelry will be available at launch. Additional categories may be added over time. Abbey Dawn will be sized 0-13 in bottoms and S-XL in tops. Apparel prices will range from $24 to $48.

Abbey Dawn will join Kohl's existing line-up of exclusive and private brands and comes on the heels of recent announcements like Dana Buchman and FILA SPORT and successful launches like Simply Vera Vera Wang and Food Network.

--Nina M. Lentini