Kohl wants to expand casual lifestyle at home

Menomonee Falls, Wis. – The relaunch of the women’s clothing business is a big priority this year, but Kohl’s is also shifting its main focus.

As part of its broad strategy to drive top-tier sales, Kohl plans to amplify casual soft home brands like Ugg’s Koolaburra and its private label Sonoma. It will also place more emphasis on healthy home categories, including sleep and cookware. Additionally, Kohl plans to expand the underdeveloped home categories, including furniture, children’s bedroom, and closet.

The home was the main player in the fourth quarter, with particular strength in the kitchen, bedding, bathroom and floor care.

“We have a strong point in the house. We have seen that they actually strengthen in multiple categories, ”said Michelle Gass, CEO.

Procurement will play a role in increasing the margin this year. Kohl’s plans reduce the cost of proprietary brands from $ 125 million to $ 175 million by enabling centralized sourcing, managing more direct factory deals internally, and reducing dependence on third-party agents.

“Our business is gaining momentum,” Gass said.