What: a focus on casual assortment and a new private brand for a US department store.

Why is it important: with more brands rethinking their relationship with department stores, betting on a private label could be the next option for them; especially in a category that performs well at the moment.

US department store chain has announced that it will review its stores’ assortment to become a “destination for active, casual, and beauty for the entire family”. Thus it will extend its active and outdoor categories, and building a bigger beauty business.

On the same day, the brand announced the launch of a new athleisure private label. Dubbed FLX, it will launch online and in selected stores in March 2021 and will cater to both women and men.

Kohl’s Outlines New Strategic Vision with Heightened Focus on Active and Casual Lifestyle

Kohl’s Announces Launch of New Private Label, Specialty Athleisure Brand