Sep. 26--Brands like Simply Vera, Abbey Dawn, Tony Hawk, apt. 9 and Sonoma may not mean much to South Florida shoppers just yet.

Kohl's is hoping that will change quickly starting Wednesday when the Midwestern discount department store chain opens its first six stores in Miami-Dade and Broward counties.

Those names are part of the large collection of private and exclusive brands on which Kohl's has built its reputation as a value-oriented retailer catering to families and time-stressed shoppers. Private and exclusive brands represent a growing 42.7 percent of the chain's sales.

Unlike most department stores, Kohl's typically opens in neighborhood strip shopping centers so consumers don't have to hassle with the crowds or the trek to the regional mall. Finding the right real estate in South Florida was a challenge, which was why it took Kohl's several years to be able to open the stores next week in Homestead, Kendall, Hialeah, Miramar, Hollywood and Coconut Creek.

Although Kohl's is opening with a smaller concentration of stores than when it usually goes into a new market, industry experts are optimistic about the retailer's prospects in South Florida.

"Kohl's has been successful wherever it has gone," said Bernard Sosnick, retail analyst with Gilford Securities. "They offer shoppers low prices, weekly promotions and attractive stores that are located near their homes and reduce the shopping trips."

The stores are designed in a racetrack format, so with one loop customers can quickly survey women's, men's, children's, accessories and home accessories. The stores in Hialeah and Hollywood are two levels because of real estate constraints.

Kohl's stores are open longer hours than most of its competitors, from 8 a.m. to 10 p.m. every day except Sunday, when they're open from 9 a.m. to 9 p.m. The retailer also offers a flexible return policy, said Luis Fernandez, district manager for Kohl's in Miami-Dade and Broward counties.

"We pretty much empower our associates to do the right thing for the customer," Fernandez said.

At a time when South Florida consumers and others across the country are struggling through difficult economic times, industry experts say Kohl's will bring another affordable fashion alternative priced below Macy's and more on a par with JCPenney. The biggest chunk of Kohl's merchandise falls in the $20 to $40 price point, with the most expensive items being a leather jacket that on a sale price would run $150.

Kohl's has a new extensive sale flier each week starting on Sunday with discounts than can range from 25 percent to 60 percent off various collections.