Kohl’s Comeback Gaining Traction: Report

Kohl’s has struggled for a variety of reasons in recent years, and while consumers’ shift away from department stores in general have worked against the retailer, some of its problems are self-inflicted. But now, by returning to what made it a success at the turn of the century, the Menomonee Falls, Wis., chain is edging toward a turnaround.

Both those views reflect  the consensus of several stock analysts who have followed the chain over the years and weighed in on the retailer’s current prospects in news story posted on CNBC.

“Over the years, we’ve seen a lot of shifting strategies at Kohl’s, specifically whether they’re getting into athletic and athleisure, or they’re doubling down on fashion, or now they’re growing private label, and it’s a constant kind of shift of what the customer can expect when they walk into the store,” Sonia Lapinsky, Managing Director of Retail at consulting firm AlixPartners, told the news service. “I think that’s caused some confusion.”

But that’s been changing since Michael Bender took over as CEO in late 2025. Bender said he’s been focused on returning to what always worked for Kohl’s: proprietary brands, value, coupons and assurance customers will reliably find the products they want at the right prices.

“Kohl’s was known for taking care of families and making sure that there was assurance that what they were looking for, added value, was going to be available to them,” Bender told CNBC. “Some of the restoration of that theme that made Kohl’s great back then, we think is still relevant today. Customers want convenience.”

That approach appears to be gaining momentum. In its most recent earnings report last month, CNBC noted, Kohl’s posted its best comparable sales growth in four years, even as it saw revenue decline. The retailer reported revenue of $3 billion, topping Wall Street estimates, and projected full-year net sales and comparable sales to be in a range of down 2% to flat, the news service reported.