Kohl’s makes its move with wellness merchandising effort
Kohl’s is betting big on the notion that a new focus on health and wellness will increase sales.
The retailer is greatly expanding its assortment of active lifestyle and wellness offerings through brand launches, partnerships and unique social integrations that further the company’s commitment to active and well lifestyles promoted under the Make Your Move initiative launched earlier this year.
“Kohl’s is the go-to destination to Make Your Move, and we have inspired thousands of families to embrace a more active and well life -- but we’re not stopping there,” said Michelle Gass, Kohl’s chief customer officer. “We understand families have busy schedules and we are providing easy ways to balance family and wellness. This spring, Kohl’s will offer new fitness gear that gets them energized, tips on how to change things up and try new activities, details on great yoga poses from Gaiam and Two Fit Moms, and so much more. No matter what next step, Kohl’s is committed to making a healthy lifestyle accessible to families everywhere.”
Kohl’s holistic approach to making active and wellness accessible to customers spans across a wide assortment of must-have national brands including, Nike, Fitbit, NutriBullet, adidas, FILA SPORT and ASICS, continuous active and wellness product launches and expansions, and new innovative partnerships and integrations throughout 2015, including:
Gaiam – Kohl’s is partnering with Gaiam, a leading yoga, fitness and wellness company, to launch an exclusive women’s apparel collection on April 23. Designed specifically for the Kohl’s customer, the collection is priced from $30-$65 and will offer quality yoga apparel including yoga fit tops and bottoms that are perfectly designed to balance comfort, performance and style. Kohl’s customers can currently shop Gaiam accessories including, yoga mats, blocks, straps and more, which launched in fall 2014, at Kohl’s stores nationwide and Kohls.com.
Two Fit Moms – Timed to the launch of Kohl’s exclusive Gaiam collection, Kohl’s is partnering with the popular yoga mom duo, Two Fit Moms, to be the face of the brand and engage customers. Laura Kasperzak and Masumi Goldman of Two Fit Moms have not only attested to the fit, style and performance of the exclusive apparel collection, but will also offer Kohl’s customers motivation and provide tips for new and experienced yogis on Kohl’s Facebook, Twitter, Instagramand YouTube. Kohl’s will also gift an exclusive yoga training DVD by Two Fit Moms with purchase of two Gaiam apparel items in Kohl’s stores nationwide and on Kohls.com, bringing yoga to homes across the country.
Bliss lifestyle collection – Launched in March on Kohls.com and at more than 500 stores, the Bliss collection offers nearly 50 products from its core line of skincare and beauty products. An exclusive Beachin’ Body Bliss kit will be available beginning May 15 at Kohl’s stores nationwide and Kohls.com.
Tek Gear Plus – In March, Kohl’s expanded its online-only plus size offering of private active brand, Tek Gear, to Kohl’s stores nationwide. The online and in-store assortment now consists of more than 200 items including, tees, shorts, pants, capris, jackets and tanks and will be available in sizes up to 3X.
Outdoor Recreation – This spring, Kohl’s is encouraging families to get outside and play by expanding its online assortment of sporting gear including, bikes, basketball hoops, golf equipment, skates and trampolines from reputable national brands like Nike, Schwinn,Spalding, Rawlings, Wilson and more. In addition, Kohl’s will soon carry a mix of its extensive outdoor recreation offerings currently found on Kohls.com at Kohl’s stores nationwide including, Coleman tents, sleeping bags, backpacks, coolers, and accessories.Kohl’s will also be launching an expanded assortment of Columbia, an industry leader in outdoor apparel, in select stores throughout 2015, providing family apparel solutions including, hiking and footwear gear for camping and swimming.
Kohl’s customers can begin shopping stores for their outdoor needs in late April Kohl’s has 1,164 stores in 49 states.