Lifestyle media publisher PopSugar is launching a line of clothing at Kohl’s, expanding its brand portfolio and helping the retailer understand its millennial audience.

The PopSugar at Kohl’s Collection debuts on Kohl’s website and in 500 physical stores on September 13 with a variety of “essentials” like tops, jackets and dresses that can be mixed and matched. The collection was designed and curated by PopSugar based on an understanding of its audience. PopSugar says its fashion line combines trends, media and an agile merchandising model that will use data and analytics to incorporate millennial customer intelligence.

PopSugar has been promoting the new clothes on its lifestyle website with articles and photo collections that highlight versatility and size options ahead of launch. Continuing promotion will include style tips and editor recommendations. Although PopSugar hasn’t mentioned its subscription box alongside its new clothing collection, there is always the possibility of cross-over.

The brand, which focuses on millennial women, is offering Kohl’s data that will allow for more targeted marketing campaigns during a time of growth for the company. PopsSugar’s TrendRank program scours the internet every 30 minutes to identify topics and stories trending worldwide.

“We see an opportunity to draw more millennial customers and young families to Kohl’s,” Greg Revelle, Kohl’s senior executive vice president and chief marketing officer said in a statement. “Partnering with PopSugar allows us to connect with millennials in a credible, authentic and meaningful way.”

Kohl’s saw an increase in sales for the second quarter, attributing its 3.1 percent growth to men’s and women’s apparel. The retailer has adopted a strategy to increase its millennial-focused offering through relevant brands. The PopSugar at Kohl’s Collection is the latest addition to its millennial-focused inventory that includes LC Lauren Conrad, a:glow Maternity, Circus by Sam Edelman, Nike, Adidas, Converse, Levi’s and others.