Kohl’s says it’s no longer a department store | CNN Business (2024)

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Kohl’s is under intense pressure from Wall Street raiders and up against stiff competition from Amazon, Target and others. Now it’s hoping that overhauling its brand image can beat back those threats.

Kohl’s (KSS) announced plans Monday to add Sephora mini-shops to roughly 75% of its 1,100 US stores, open 100 new locations at half the size of its traditional outlets in the next four years and increase its popular Kohl’s (KSS) Cash rewards program to 7.5% on purchases, up from 5%. Kohl’s (KSS) also unveiled new strategies to grow online, including self-service for pickup orders and returns.

The approaches are part of a larger attempt to change how consumers see the Kohl’s brand amid a department store sector that’s been in decline for years. Traditional chains such as Sears, JCPenney and others have been forced into bankruptcy, prompting Kohl’s to search for new ways to connect with shoppers.

Kohl’s has lost 17% of its market share since 2011, primarily to discount stores such as TJ Maxx, Amazon and rival clothing brands, according to UBS analyst Jay Sole.

“We’re evolving our position from a department store to a more focused lifestyle concept centered around the active and casual lifestyle,” Kohl’s CEO Michelle Gass said in a presentation to investors Monday.

Consumers were dressing down long before the pandemic hit, ditching traditional office wear for denim and sneakers, and Kohl’s had been expanding its selection of activewear and casual brands in response. Remote work during the pandemic sped up this wardrobe trend.

Kohl’s believes it has an opportunity to reinvent itself as a leader in this growing market, and plans to add more fitness, athleisure and denim goods. “This creates big opportunities for Kohl’s. We expect these trends will live on well into the future,” Gass added.

Market reaction

Wall Street isn’t convinced Kohl’s can pull it off. Shares tumbled 13% Monday and were flat in Tuesday morning trading.

Activist investors on Wall Street have been circling Kohl’s for months, arguing that the chain has underperformed competitors and should consider spinning off its e-commerce business or going private.

Kohl’s has so far rejected calls for a spinoff or seeking a buyout offer. The company is betting that this new approach can keep activists at bay. “We are a strong company,” Gass said. “We’re reinventing the brand to be more relevant.”

Kohl’s says it’s no longer a department store | CNN Business (2024)

FAQs

Kohl’s says it’s no longer a department store | CNN Business? ›

We're evolving our position from a department store to a more focused lifestyle concept centered around the active and casual lifestyle,” Kohl's CEO Michelle Gass said in a presentation to investors Monday.

Is Kohl's in trouble in 2024? ›

March 12 (Reuters) - Kohl's (KSS. N) , opens new tab on Tuesday forecast annual sales and profit largely below market expectations, joining Macy's and Nordstrom to warn of a challenging year for U.S. department stores.

Is Kohl's a struggling company? ›

Kohl's is one of many businesses that reacted to the changing times, shifting to a "more focused lifestyle concept" in 2022. But even with a new company strategy in play over the past few years, it appears the retailer is still struggling to attract customers.

Why is Kohls declining? ›

The department store chain is also facing increasing competition from the likes of discounters and discount stores like TJ Maxx that offer trendy apparel at affordable prices. The results missed Wall Street expectations, and Kohl's offered a disappointing outlook. Shares of the retailer dropped more than 25%.

What 8 brands are Kohl's getting rid of? ›

In an earnings call Tuesday, the company said it would discontinue carrying the “down-trending” Dana Buchman, Elle, Jennifer Lopez, Mudd, Candie's, PopSugar, Rock & Republic and Juicy Couture brands in favor of labels in the active category, Chain Store Age reported.

Why is Kohl's not going to be a department store anymore? ›

Fundamentally, large department stores are at a disadvantage compared to e-commerce giants with more efficient distribution networks. Assuming electricity, labor, and item costs continue to rise, Kohl's core competitive disadvantage will likely become more considerable.

What is the future outlook for Kohls? ›

KSS Stock 12 Month Forecast

Based on 11 Wall Street analysts offering 12 month price targets for Kohl's in the last 3 months. The average price target is $21.09 with a high forecast of $27.00 and a low forecast of $15.00. The average price target represents a -2.90% change from the last price of $21.72.

Who is trying to take over Kohl's? ›

Kohl's has been the recipient of takeover bids from private equity firm Sycamore Partners and Franchise Group, a retail holding company, The Wall Street Journal (WSJ) wrote Thursday (June 2).

Is Kohl's being bought out? ›

Kohl's is no longer for sale. The department store announced Friday that it has ended its strategic review process and will no longer consider selling itself to Franchise Group (FRG), a holding company that owns The Vitamin Shoppe and other retail brands.

Is Kohl's downsizing? ›

August 23, 2023 | 9:30 P.M. Kohl's is the latest retailer dedicated to expanding its physical footprint by going smaller. The Menominee Falls, Wisconsin-based department store chain, which has 1,171 locations, is planning to open just over a half-dozen new ones this year, according to Tom Kingsbury, the company's CEO.

What company wants to buy Kohls? ›

Franchise Group Inc., which owns the Vitamin Shoppe, Pet Supplies Plus and other retailers, said it has entered into a three-week exclusive negotiation period to acquire Kohl's for $60 a share. Franchise Group said it would kick in $1 billion, but most of the deal will be financed by selling Kohl's real estate.

Was Kohls bought by Amazon? ›

*No, Kohl's is not owned by Amazon.

Infect Amazon didn't plan to buy Kohls. However, Kohl's provides services to Amazon for inventory returns management.

Who is Kohl's biggest competitor? ›

Top Kohl's Competitors & Similar Companies
  • Walmart.
  • Coles.
  • Kroger.
  • Target.
  • Amazon.
  • Macy's.
  • Dillards.

What does Kohls do with the clothes they don't sell? ›

Retailers are overstocked on clothing, and some are packing it away in hopes of selling it in future seasons. Kohl's (KSS), Gap (GPS), Carter's (CRI) and other chains have said in recent weeks that they will hold some unsold merchandise in their warehouses and put it back on shelves later this year and in 2023.

What happened to Jennifer Lopez's clothes at Kohl's? ›

(Reuters) - Kohl's Corp said the coronavirus crisis would have a material impact on results this year as it removed eight brands including Jennifer Lopez, Juicy Couture and Popsugar from its stores and warned demand for women's apparel would remain weak.

Why is Kohl's getting rid of jewelry? ›

In-store, Kohl's will reduce its assortment within some brands as much as 40%. It will shrink its offering of handbags, fine jewelry, and men's suits—areas that have seen sales decline—making space to increase inventory of healthier categories.

Is Kohl's department store being sold? ›

Kohl's is no longer for sale. The department store announced Friday that it has ended its strategic review process and will no longer consider selling itself to Franchise Group (FRG), a holding company that owns The Vitamin Shoppe and other retail brands.

Is Kohl's laying off employees? ›

Kohl's will eliminate 250 corporate positions in a company restructuring aimed at improving efficiency, according to reporting in the Milwaukee Sentinel Journal.

How many Kohls are left in the US? ›

There are 1,176 Kohls stores in the United States as of June 04, 2024. The state and territory with the most number of Kohls locations in the US is California, with 117 stores, which is about 10% of all Kohls stores in the US.

Who took over Kohl's? ›

Kohl's ownership is compiled of both retail investors and institutions. In 2022, Kohl's was sold to The Copps Corporation which expanded its ownership to other shareholders.

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