What: Kohl’s launches FLX activewear for kids and pre-teens, reinforcing its focus on private label growth.

Why it is important: Expanding FLX to younger demographics strengthens Kohl’s proprietary brand portfolio, a key factor in its margin improvement and resilience.

Kohl’s is intensifying its focus on proprietary brands by expanding its FLX activewear line to include kids and pre-teens, both online and in 300 stores. This strategic move is designed to address a gap in the retailer’s active and athleisure offerings for younger generations, with plans for further rollout in the coming year. The FLX collection, initially launched for adults in 2021, is positioned to deliver style, comfort, and value, with prices ranging from $14.99 to $50. Executives emphasise that proprietary brands like FLX, Sonoma, Simply Vera Vera Wang, and LC Lauren Conrad are central to Kohl’s turnaround, offering greater value for shoppers and improved margins. The company’s leadership highlights that customers who purchase private labels tend to spend more, reinforcing the importance of these brands in driving productivity and differentiation. Despite ongoing sales declines, Kohl’s has reported margin gains and a raised profit outlook, attributing these improvements to disciplined cost controls, strategic partnerships, and a curated merchandise portfolio. The expansion of FLX is a clear signal of Kohl’s commitment to innovation and operational agility as it navigates a challenging retail landscape.

IADS Notes: Kohl’s expansion of FLX into the kids and pre-teens segment is emblematic of its broader turnaround strategy, which has produced margin gains and an improved profit outlook as of August 2025, despite continued sales declines. The focus on proprietary brands, alongside operational discipline and partnerships like Sephora, has been instrumental in the company’s resilience, even amid leadership changes and financial restructuring in May 2025. These efforts mirror the wider transformation strategies seen across US department stores, where innovation and agility are essential for survival, as noted in October 2024.
Kohl’s expands FLX private brand to kids and pre-teens