Kohl's Expands Private Label Offerings

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May 24, 2011

Kohl's Corp. continues to build its stable of exclusive and private label brands with big plans for its launch of lines from Jennifer Lopez and her husband Marc Anthony, an attempt to step up the  retailer's higher-quality offerings.

Expected to hit stores in September, the lines will be Kohl's biggest rollouts of exclusive products, encompassing virtually every merchandise category that the stores carry.

Like other department stores, Kohl's mixes name-brand merchandise with its own private label and exclusive offerings to offer customers unique products. Last year, exclusive and private label merchandise accounted for nearly 50 percent of Kohl's sales. Kohl's has also set a goal of reaching $1 billion in online sales this year.

Kohl's fiscal first quarter profit rose 6 percent, but steep markdowns of and sluggish demand for spring merchandise thwarted further improvement, according to the Wall Street Journal.
While continuing to see generally solid demand, these areas of softness caused Kohl's to post disappointing sales for the period, CEO Kevin Mansell said.

For Kohl’s, dreary weather in many parts of the country spurred softness during the quarter, Mansell said. "Our customers didn't see a need to buy a lot of shorts and sandals because it was cold. We're not standing idly by. We've stepped up our marketing to motivate customers."

Kohl's posted 1.3 percent sales growth at stores open more than a year, below the company's expectations for a gain of 2 percent to 4 percent.

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