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02/08/2021

Kohl's Corp. in partnership with Eddie Bauer

Marianne Wilson
Editor-in-Chief
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Kohl’s Corp. is making a major addition to its active and outdoor apparel assortment.

The company is partnering with Eddie Bauer to offer a wide array of women’s, men’s and kids apparel from the 100-years-plus brand – from a core assortment of year-round products to seasonal selections – that will launch in up to 500 Kohl’s stores, beginning with outerwear, fleece and flannel this fall. An expanded assortment of items will be available on Kohl’s website. 

Kohl's has set a goal to increase its active/outdoor category from 20% to at least 30% of its business. Along with brands such as Nike, Under Armour and Columbia, the assortment has grown to include Lands’ End and Toms. The retailer will debut a private-label athleisure brand in March.

“Eddie Bauer’s rich heritage of designing authentic, functional apparel that inspires everyone to get outdoors combined with their passion for delivering differentiated, innovative products that meet the needs of today’s consumer has made the brand a leader in the outdoor industry,” said Doug Howe, Kohl’s chief merchandising officer. “The addition of the Eddie Bauer brand into our portfolio acutely aligns with our ambition to grow our active and outdoor business, and attract new and younger customers to Kohl’s.”

The deal with Eddie Bauer’s marks Kohl’s second big partnership in recent months. In December, the department store retailer and Sephora announced a long-term partnership that will see the beauty giant open hundreds of in-store shops inside Kohl’s stores.