Kohl's (KSS) launches Food Network line -- Rachael Ray not enough?

In an effort to appeal to a broader demographic, department-store name Kohl's (NYSE: KSS), known for its broad selection of modestly-priced items, is focusing its efforts on unique product lines, including clothing branded by Vera Wang and fresh additions to its housewares department. Earlier this week, the retailer unveiled a new line of kitchenware, emblazoned with the Food Network brand.

The new Food-Network tools range in price from $10 to $400 and include cookware and bakeware, utensils and gadgets, pantryware, dinnerware, and textiles/linens. To coincide with the new line, Kohl's will launch a marketing campaign to include advertisements, promotions, and direct mail.

The cable network, which can be seen in about 90 million households in the U.S., features programs hosted by celebrity chefs such as Bobby Flay, Emeril Lagasse, Rachael Ray, and Ina Garten (aka "The Barefoot Contessa"). Kohl's already offers a small line of Rachael Ray-sanctioned cutlery, cookware, and serving pieces, so the deal with the Food Network seems like a natural progression.

Beth Gaston Moon is an analyst at Schaeffer's Investment Research.