Dive Brief:
- Kohl’s is introducing new kitchen appliances from Martha Stewart and cookware from Bobby Flay, the department store announced Monday.
- The Martha Stewart lineup includes core kitchen electrics, including mixers, griddles, slow cookers and milk frothers, among other products. Additionally, Martha Stewart is expanding into home fragrance with a collection of candles.
- Starting in September, the Bobby Flay collection will broaden to include stainless steel and ceramic cookware sets and individual frying pans.
Dive Insight:
The new kitchenware products from Martha Stewart and Bobby Flay signal the retailer’s focus on growing its assortment.
While the Martha Stewart collection brings together “elevated design, practical functionality and everyday value,” Bobby Flay’s cookware is “designed for even heating and easy cleanup,” the retailer said.
Beyond the celebrity-backed additions, the retailer is bolstering its apparel and beauty selection.
In March, Kohl’s integrated MAC Cosmetics across more than 850 Sephora at Kohl’s locations and YSL Beauty products at nearly 200 locations.
Kohl’s also recently expanded its SO brand for juniors. The refresh included the launch of SO Office Edit for young adults, which contains products that transition from work or class to daily life. The line includes blazers, vests, tops and wide-leg pants for wearers to mix and match. The retailer also resurrected its jewelry and hair accessories for the SO brand, which highlights hair clips, headbands and scrunchies.
The SO expansion also includes in-store enhanced mannequin styling, updated displays and clearer signage throughout the juniors department.
The company reported progress in its turnaround in its latest earnings. Net sales in Q2 fell less than 1% year over year to $3.3 billion, while comps were down less than 1%. However, Sephora at Kohl’s sales fell 4%. The retailer raised its full-year guidance. Net sales and comp sales are now forecast to be flat or fall 1.5%.
