Kohl’s takes deep dive into home goods
Kohl’s Corp. wants to become a year-round destination for everyday and seasonal home goods.
The department store retailer said it has expanded its home assortment by 40% to offer “newness” in select categories that include wall art, glassware, ceramic home decor, barware, botanicals, lighting and more. Kohl’s also said it will deliver 60% newness in seasonal décor to keep customers “coming back to refresh their homes for each holiday.”
As part of the expanded assortment, which is available in-store and online, Kohl’s has also updated some of its most popular home categories, such as bedding and bath, to include more modern aesthetics and frequent pattern and color changes.
The expanded home goods assortment comes as Kohl’s is looking to boost its declining sales through brand additions and merchandise updates. Last week, the retailer announced a partnership with WHP Global, owner of Toys'R'Us and Babies'R'Us, to open approximately 200 Babies'R'Us shops in 200 Kohl's stores in fall 2024.
To get the word out about its new take on home goods, Kohl’s has launched a multi-channel marketing approach that includes immersive digital activations, partnerships with home design experts, a one-day pop-up experience in New York City on March 21 and more.
“We know the way consumers shop for home goods is centered around inspiration, and we have a unique opportunity to re-introduce current customers and invite new customers to think of Kohl’s when looking for inspiration for their home,” said Christie Raymond, Kohl’s chief marketing officer. “We’re prioritizing ways to connect, drive awareness and engage with home shoppers to enhance our credibility in the category, reinforce our compelling value, and provide new ideas and solutions that spark creativity for customers, to ensure Kohl’s is a top-of-mind destination for home decor.”
For its fourth quarter, ended Feb. 3, Kohl's decreased 1.1% year-over-year, to $5.7 billion. (The fourth quarter included net sales of approximately $164 million from the 14th week.) Comparable sales declined 4.3%. For the full year, sales decreased 3.4% year-over-year, to $16.6 billion.
Kohl's operates more than 1,100 stores in 49 states.