Adam Levine and Nicki Minaj both launched new collections for Kmart this month–and Levine’s seems to be coming out on top. In fact, it’s selling so well that a women’s collection might be next.
“The line is tracking well ahead of plan, which is exciting. We couldn’t be happier with the launch and the performance. There is nothing on the floor that is not working,” president of Kmart parent Sears Holdings Corp Bernt Ullman told WWD, adding that Levine’s line is on track to be the retailer’s most successful celebrity collaboration yet. (A rep for Kmart told us they do not release sales numbers based on individual apparel lines.)
Levine’s menswear collection, which the musician described as “designs that I would actually have in my closet” and “basic, simple, and timeless” is pretty much the exact opposite of Minaj’s collection, in every way. Minaj’s line, which features bright, flashy prints and body-hugging silhouettes, also hasn’t been taken as seriously: The Cut recently wore pieces from it out in public as a “social experiment,” suggesting they weren’t clothes a normal person would wear in her everyday life. But Levine’s collection is comprised of wardrobe basics with a subtle hipster vibe and it sounds like that’s what’s working for the majority of customers. Ullman said the line appeals to “that younger, upwardly mobile Kmart customer that wants a cleaned-up lifestyle product that still has a contemporary feel to it,” and went so far as to call Levine Kmart’s answer to Calvin Klein.
Obviously, the two lines serve different customers, but that could soon change. A rep for Adam Levine’s Kmart collection confirmed to us that his women’s line for the mass retailer will launch this April. And considering The Voice mentor has a pretty devout female following (from being hot and a musician), we imagine that line will also be a hit.
Perhaps model and fiancé Behati Prinsloo will serve as inspiration.