Better Exclusives Lift Kohl's

Fashion Component Drawing Shoppers

Trading up with exclusive brands is working in the home department, said mid-tier retailer Kohl's — and there's more to come.

Even though home is "still pretty soft," said Kohl's chairman and ceo Larry Montgomery at the William Blair & Co. Growth Stock Conference here, the 957-store chain is "drawing customers from traditional department stores" as such shoppers give Kohl's "huge credit" for its upgrades to quality, value and styling across its mix.

Montgomery said fashion brand-destination Kohl's consumers, "shopping for example for Simply Vera Vera Wang — are spending more, they're opening up charge accounts, and they're shopping in more than one area — which is like the trifecta for us."

John Worthington, senior evp, said long-term plans are bearing fruit. He referred to the expansion of the better and best levels of merchandise, and the exclusives added to the mix over the last two to three years, including Candie's, Simply Vera Vera Wang, Daisy O, Elle, apt. 9 and Food Network. "Contemporary and updated are also growing well," he said of those fashion components.

Kohl's hit a 39% penetration of private and exclusive labels in 2007, and expects to hit 41% this year.

Worthington said in-store presentation has helped; he noted the installation of "strike point" corner fixture packages as a big plus, saying, "Everything on it exceeded plan."

Home & Textiles Today Staff | News & Commentary

 Home Textiles Today is the market-leading brand covering the home and textiles markets, offering a comprehensive package of print and online products. Home & Textiles Today provides industry news, product trends and introductions, exclusive industry research, consumer data, store operations solutions, trade show news and much more.

Featured Video

  • Live From New York: Fashion Comes Across the Pond

    Camera Icon More Videos

Subscribe to
Home & Textiles Today eDaily
Receive the news you need to know about the trends in the industry delivered right to your inbox.


HTT Current issue for September 2017

See the September 2017 issue of Home & Textiles Today. In this issue, we look at the Attack of the Killer Third Tier: Monster off-pricers are climbing to the top of the food chain, plus New Products: 40 pages of new products debuting at the New York Home Fashions Market; Home Stores: TJX unveils first U.S. HomeSense store; Clicks to Bricks: Boll & Branch moves from digital to physical retailing; and much more... See details!