Kohl’s rolling out new store experience

Kohl's Corp. is launching new merchandising initiatives in-store and online.

The department store retailer is rolling out “Discover @ Kohl’s” to some 600 stores. The program will feature seasonal areas throughout the store that curate dozens of “emerging, established, and diverse-owned brands.” It will introduce more than 30 new diverse and women-owned brands this year alone, Kohl’s said.

The new initiative follows Kohl’s decision to end takeover talks with Franchise Group. It also comes as Kohl’s is planning to open more than 100 smaller-format stores during the next four years.

From July through October, the Discover @ Kohl’s areas will include Back to School, Get Outside, Fall Family Fun, and For Women By Women, a collection of female-founded activewear. The featured brands will be highlighted on Kohl’s website and also maintain a consistent presence with Kohl’s Amazon Returns, which will feature a rotating assortment of gifts that give back.

“The experience is not only designed to inspire, intrigue and bring a new sense of exploration to Kohl’s, but it also contributes to our overarching efforts to modernize, transform and elevate our store and online experience for our customers,” said Ron Murray, Kohl’s interim chief merchandising officer. “Discover @ Kohl’s has also given us the opportunity to partner with truly unique and emerging brands that are hard to find anywhere else, and brands customers will feel good about purchasing from.”

In addition, and in time for back-to-school, Kohl’s is expanding its adaptive kids collection continues to grow with new styles that kids with disabilities can wear and feel stylish. It also is offering new styles of gender-neutral kids apparel through its private label brands.

Kohl’s operates more than 1,100 stores in 49 states.