Kohl’s Ramping Up Brand Launches

Kohl’s is launching a significant number of new brands that will join its product portfolio during the fall and holiday seasons. Shoppers will discover new brands across product categories including new brands to Kohl’s, new collaborations and new partnerships with existing Kohl’s brands.

“We are thrilled to amp up newness and discovery across our stores and Kohls.com with a strong pipeline of new brands and partnerships to excite existing customers and attract new customers to Kohl’s,” said Doug Howe, Kohl’s chief merchandising officer. “As our product portfolio evolves, we are bringing new offerings in every department including women’s, men’s, home, and beauty to inspire shoppers this holiday season with a modernized, relevant merchandise assortment.”

New brands have launched or will launch at Kohl’s stores and Kohls.com this year. While store locations offering each brand vary, customers can shop the full assortment of all brands online.

Home related highlights include Koolaburra by UGG, an exclusive home collection featuring a variety of luxury soft home products, including bedding and bathroom linens, throws and decorative pillows, which launched in September; and Scott Living at Kohl’s, an exclusive home offering from HGTV’s Property Brothers Drew and Jonathan Scott, featuring modern home basics and décor, including furniture, bedding and bath, kitchen décor, and more, which launched in October.

Kohl’s also recently announced a cross-category platform for new brands called Curated by Kohl’s, which launched in October. Beginning in 2020, Kohl’s will partner with Facebook on brand curation, identifying and engaging with brands that have built a strong online community on the social media platform. The selection will refresh quarterly. The first selection of items includes United by Blue, which offers eco-friendly bags, drinkware and reusable straw kits.

Kohl’s is also rolling out The Beauty Checkout, a rotating selection of products from emerging beauty and skin care brands, launched in October. Beginning in 2020, Kohl’s partnership with Facebook will also support The Beauty Checkout.

“We see the beauty category at Kohl’s as an opportunity for growth, and our nimble approach ensures we can quickly bring new trends to customers, as well as continually test emerging products and brands as part of our assortment,” said Robert Jezowski, Kohl’s vp/divisional merchandise manager of beauty.