Kohl’s Doubles Down on Active & Outdoor


Citing recent trends showing consumers more focused on health and wellness and spending time outdoors, actions that have been accelerated by the COVID-19 pandemic, Kohl’s senior executives are doubling down on both segments with expanded product ranges. The retailer counts active athleisure apparel, footwear and accessories as key components of its broadening Active and Leisure Outdoor offerings whose in-store space will grow nearly 20 percent next year.

During its Q3 conference call yesterday, Kohl’s reported solid early customer response to its introduction of Toms shoes and the Land’s End brand and confirmed it will add Cole Haan footwear and several other new brands in 2021. Kohl’s will double its number of doors carrying the Land’s End label in 2021 and continue to offer the brand’s full catalog online.

“We are going to tightly manage the brand portfolio and will exit additional down trending brands to make room for new relevant brand introductions,” commented CEO Michelle Gass.

On deck for a March 2021 introduction is Kohl’s new athleisure brand, FLX, with both men’s and women’s assortments. Also, the retailer intends to expand the presence of Hanesbrands-owned Champion in its stores. KSS’ Champion sales grew 95 percent in Q3.

Beyond new and expanded assortments, more technology is being added to brick-and-mortar locations. These included more self-checkout and self-return options for customers in 2021.

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