Kohl’s Stores Putting Spotlight on In-House Brands

Kohl’s is placing a greater emphasis on its in-house brands to help get a leg up on its competitors. The department store retailer outlined its increased focus on such brands – an imitative it calls “By Kohl’s” – in the form of a Q&A with its Chief Marketing Officer Christie Raymond and Chief Merchandising Officer Nick Jones posted on its website.  Here are excerpts from that conversation:

How will By Kohl’s show up in stores?

Jones: We have a fantastic foundation with our proprietary brands, and now we’re amplifying that experience by focusing even more on style inspiration. Our goal is to create an environment that shows shoppers exactly how to build looks for their everyday lives.

You’ll see this come to life through curated displays and a fresh approach to our mannequins and fixtures, which will serve as visual style guides. By showcasing complete outfits—pairing a floral top with the right bottoms and accessories—we’re making it easier to see how By Kohl’s pieces work together. It’s about creating those ‘aha’ moments of inspiration that help our customers feel confident in their choices every day.

How will Kohl’s be making this effort known to customers and potential customers?

Christie:  Customers will experience By Kohl’s wherever they engage with us – from broadcast spots featuring our beloved Kohl’s Mom, alongside a few special celebrity guest appearances, to social, digital and in-store experiences. Our creative brings each brand’s personality to life under one connected platform. For example, the broadcast spot for FLX apparel shows how the brand moves seamlessly from work to the golf course, combining comfort, performance and polish.

Online, we’re reinforcing each brand’s distinct attributes, like reinforced knees on Jumping Beans kids’ pants or the thoughtful design of an LC Lauren Conrad dress. In-store, prominently placed By Kohl’s signage makes it easier for customers to recognize and navigate our owned brands throughout their shopping experience.