Posting financial results that prove its comeback strategy is starting to take hold, Kohl’s is teaming up with PopSugar to introduce a new clothing line set to debut this fall.

But the deal is about more than just what to wear: Kohl's says the partnership with PopSugar, a pop-culture website that has morphed into a favorite merchandising machine for Millennial women, is also part of its efforts to boost marketing insights. Kohl’s says it will use PopSugar’s “data and analytics to incorporate millennial customer intelligence. Kohl’s strategy is to increase its millennial-focused offering through relevant brands, amazing product, elevated experience, and personalized marketing.”

The news comes as Kohl’s released its fiscal first-quarter earnings, reporting that sales, which rose 3.5% to $4.2 billion, compared with $4.01 billion in the same period a year ago, climbed 3.6% on a comparable store basis. Net income jumped 14% to $75 million.

Read the full MediaPost article, here.

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