Kohl’s is all in on active. Besides dedicating more floor space to the active category and striking tighter alliances with key national brands such as Nike, Adidas and Under Armour, the department store is expanding product allocation for Hanesbrands-owned Champion, adding Toms Shoes and Land’s End to the category’s assortment as its eyes other brand additions and maintaining its expansion into larger sizes with Adidas Plus and Under Armour Big & Tall.

“We’ve been pleased around the progress with active,” CEO Michelle Gass told analysts yesterday. “This has been a long-term strategy for us, and it’s only just further accelerated.”

Kohl’s has seen positive customer response to more premium, higher average unit retail (AUR) premium activewear and athletic footwear and believes the trend is both a short- and long-term opportunity. Given impacts on consumers from the COVID-19 pandemic, the retailer is vowing to lean more heavily on active and casual lifestyle soft goods in selling seasons ahead, including enhancing the customer experience with those categories in store.