Kohl’s has launched Discover @ Kohl’s, an in-store experience that curates new, seasonally relevant brands throughout 600 locations and online at Kohls.com. The initial Discover @ Kohl’s experience — which runs from July through October — features a designated back-to-school area that highlights brands that incorporate a give-back purpose, as well as collections themed Get Outside, Fall Family Fun and For Women By Women, a selection of female-founded activewear.
Discover @ Kohl’s areas will be positioned throughout participating stores and will maintain a consistent presence by Kohl’s Amazon Returns, which will feature a rotating assortment of gifts that give back such as Our Gorongosa Coffee, a coffee program that donates 100% of its profits from every purchase to the Gorongosa Project in Mozambique, Africa. The Gorongosa Project works with the Gorongosa community to create sustainable initiatives that benefit their communities, environment and economy.
“We couldn’t be more excited to introduce customers to Discover @ Kohl’s this back-to-school season,” said Ron Murray, Interim Chief Merchandising Officer at Kohl’s in a statement. “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.”
Inclusivity Drives Kohl’s Back-to-School Collections
Kohl’s dedication to supporting brands that “offer a purpose beyond profits” will extend to its overall back-to-school selection, which features brands including:
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- Ivory Ella, which donates 10% of all net profits to organizations like Save the Elephants;
- Yoobi, a brand that donates a school supply item to a child in need in the U.S. for every item sold; and
- Teleties, which donates a portion of its proceeds to Force, a non-profit organization that improves the lives of those affected by hereditary cancers.
Kohl’s also will maintain its dedication to providing adaptive apparel with features like abdominal access and sensory-friendly and wheelchair-friendly options. The retailer will expand its options with new on-trend styles and a partnership with Billy Footwear, an inclusive footwear brand. Billy Footwear shoes feature zippers that go along the side of the shoes and around the toe so that the upper part of each shoe can open and fold over completely.
Additionally, Kohl’s will stock new styles of gender-neutral kids’ apparel through its private label brands, Jumping Beans, Sonoma Goods for Life and Tek Gear, and continue to introduce new gender-neutral styles through Little Co. by Lauren Conrad.
The Discover @ Kohl’s is the retailer’s first new initiative since it ended talks with Franchise Group in late June and pulled itself off the market. Its leadership has regularly assured its board that its strategic plan will lead the brand to future success, and Discovery @ Kohl’s will be a chance to prove the retailer’s capabilities to activist investors.
