Dive Brief:
- As part of a broad strategy to expand its merchandising assortment this spring, Kohl’s has launched Sea and Skye, a private label casual clothing brand for teen and tween girls.
- The brand will roll out to all Kohl’s locations this month, according to a company press release.
- The initial collection of Sea and Skye includes basics, fleece and graphic T-shirts, as well as dressier styles for “special occasions,” the company said.
Dive Insight:
Kohl’s executives have previously said private labels are the most important element to the retailer’s turnaround strategy.
The launch of Sea and Skye is part of the department store’s merchandising strategy for spring, which also includes the expansion of its five-year-old athleisure FLX brand into golf apparel. Kohl’s is also expanding FLX and its Haggar dresswear brand to include big-and-tall sizes at every location.
Sephora at Kohl’s is broadening its assortment as well, bringing in brands like Dermalogica, Beauty of Joseon and Salt & Stone.
And Kohl’s is rolling out Babies R Us-branded fixtures featuring an assortment of baby gifts from brands like Fisher-Price, Baby Einstein and Frida Baby.
The merchandising expansion adds to other initiatives Kohl’s has introduced to its stores recently. The retailer launched the “Deal Bar” in February, a front-of-store section featuring an assortment of gifts, seasonal items and essentials all priced under $10.
Kohl’s continues to execute against its turnaround plan. In its most recent quarter, the retailer reported Q3 net sales fell nearly 3% year over year to $3.4 billion, while comparable sales fell 1.7%.
Kohl’s named Michael Bender as its permanent CEO in November after the longtime board member spent six months in the interim position.
