Kohl’s adds more pop in its new approach to home

Menomonee Falls, Wis. – Kohl’s has officially rolled out its new strategy to become a destination for home goods.

The middle-market retailer has boosted its home assortment by 40% to offer newness in seasonal décor, wall art, botanicals, lighting, pet, stores, ceramics and other categories.

The expanded home décor mix includes “Made in Europe” throws from Spain, Italy and Portugal.

Kohl’s new home assortment maintains some of its key programs such as bedding and bath, but has elevated the assortment to include more modern aesthetics and frequent pattern and color injections. The goal is to offer “a constant stream of style-forward options for customers’ evolving preferences,” the company said.

The new home strategy is also positioning Kohl’s as a year-round destination for everyday occasions and seasonal holidays. The goal is to deliver 60% newness in home and holiday decor seasonally to keep customers coming back to refresh their homes for each holiday.

“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,” said Christie Raymond, Kohl’s chief marketing officer.

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