Kohl's Adds Discovery Experience Ahead of Holidays

Jamie Grill-Goodman
Editor in Chief
Jamie goodman

Ahead of the holidays, Kohl’s is giving its stores a slight refresh, adding a way for shoppers to discover new brands.

The new space dubbed Curated by Kohl’s” is being tested in 50 of Kohl’s roughly 1,100 locations nationwide, and on the retailer’s website. Curated by Kohl’s features a rotating selection of emerging brands that will be refreshed quarterly, bringing a constant stream of newness into Kohl’s merchandise assortment.

The first assortment includes six emerging brands: Adore Me, East Adeline by Dia&Co, Kid Made Modern, Lovepop, Luca + Danni, and United by Blue. According to CNBC, Kohl’s is working with Facebook — and its massive database of brands that advertise on the social media platform and Instagram — to help market the brands and choose what might rotate in next.

“We feel strongly that we want to become more known for discovery ... it’s more opportune to launch new brands,” Kohl’s chief merchandising officer Doug Howe told CNBC. “It’s important for our new customers, but we are doing it for our existing customers as well ... to be able to have this pipeline of newness.”

CNBC also reports Kohl’s is testing a new 600-square-foot “Outfit Bar” setup in 50 locations, where Kohl’s is testing pulling together outfits on mannequins to try to encourage customers to buy entire looks, shoes and accessories.

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