It has been a different period for many retailers, but Kohl’s is trying to remain steadfast. Some of the top retailers started setting themselves apart by focusing on selling their own branded products. Target, one of America’s retail giants, made a move to set itself apart from its rivals. Not long after Target started selling its own brand, Walmart followed. Now, the only option for Kohl’s is to reinvent itself as it fights for survival.
Story behind creating your own brand
Retail giants such as Target and Walmart took the owned-and-operated private brand strategy and advanced it beyond generic house brands. Target has made creating its own brands a significant part of the retailer’s business model. The majority of every Target store is filled with the retailer’s own clothing brands. However, the retailer took the selling of its own branded product to a whole new level
Currently, Target is selling its own branded cleaning products, multiple food brands, and it also has its own brand on pretty much everything the retailer sells. Walmart on the other hand, followed in Target’s footsteps in this regard and also launched several clothing brands that it owns. In addition, under this strategy, the two retail giants have given up the familiarity or normality of selling some name brands.
These two retailers also cut out one of their partners and have been able to make higher margins selling at lower prices. Target has an athletic clothing brand, called All In Motion. The retail chain has bet big that if you see the clothing, you will see the quality and like the price. Also, that strategy has worked well for Target and Walmart and both companies have built their brands that now have their own equity.
The retailer made the move to its own brand
Just like many other retailers, Kohl’s has been struggling severely. However, Michael Bender, who is the interim Chief Executive Officer (CEO), said that trends have been improving. Also, he stated that it gave some of the credit to some of the brands the chain owns during Kohl’s second-quarter earnings call. However, it has been stated that the retailer has been selectively increasing the company’s investment in proprietary brands.
Bender, the CEO stated “During the second quarter, we started seeing progress in our Women’s business as we invested back into proprietary brands, streamlined the choices in intimates and reintroduced the petites category. Our Women’s business overpenetrates in our proprietary brands. And as we’ve reinvested in these brands, the Women’s business has benefited.”
In addition, he added that these efforts have paid off. Further he shared that, “As we reestablished the petites category in all stores, this business accelerated, up almost 40% in the second quarter. This strong performance was led by the introduction of our proprietary brands, Lauren Conrad and Simply Vera Vera Wang.”
Kohl’s owned-and-operated brands
These are several brands that Kohl’s owns or retails exclusively, not general national brands. It is important for consumers to take note of this and remember that Kohl’s has its own brand available for sale.
Apparel & Activewear (partial list):
- SONOMA Goods for Life: Apparel and home goods exclusive to Kohl’s
- FLX: Specialty athleisure brand (both men’s and women’s), launched in 2021
- Tek Gear: Activewear and workout gear
- LC Lauren Conrad: Fashion and lifestyle brand by Lauren Conrad
- Simply Vera Vera Wang: Exclusive fashion brand
- Jumping Beans: Children’s apparel
- Apt. 9: Stylish modern apparel line
- Croft & Barrow: Classic casual apparel basics
- EVRI: Plus-size women’s private-label brand, launched spring 2019
- The Big One: Home goods brand
- Miryana: Private-label linen & home brand, debuted 2025
- Mingle & Co.: Private-label kitchen & dining goods, debuted 2025
- Hotelier: Home brand introduced as part of new private-label home offerings