As it aims to bolster its active and casual lifestyle business, Kohl’s announced that footwear brand Cole Haan is now available at 200 of its brick-and-mortar locations and its website, according to a Thursday (March 25) announcement.
The assortment encompasses products like Cole Haan’s Stitchlite™ oxfords and sneakers, while it also “delivers on seasonal trends with styles like platform sandals and weather-proof boots,” according to the announcement.
Kohl’s said that the brand’s introduction helps with its strategy to “become a leading destination for the active and casual lifestyle.” Cole Haan joins its collection of brands like adidas, Under Armour, Nike, Stride Rite, Vans, Converse, Nine West and TOMS.
“As we continue to evolve our brand portfolio to deliver on our long-term strategy, Cole Haan is a great example of the aspirational yet accessible offering that will excite our current customers and attract new customers to Kohl’s as well,” Kohl’s Chief Merchandising Officer Doug Howe said in the announcement.
Earlier in March, Kohl’s introduced its FLX private-label athleisure brand, which shoppers can buy at more than 300 physical locations and online. In a previous announcement, the company referred to FLX as a brand for men and women that highlights “size-inclusive, stylish-active and casual separates made with high-quality performance fabrics and functional details.” The FLX collection encompasses core products and a changing roster of “seasonally relevant” items. Howe noted at the time that “the addition of FLX demonstrates our continued commitment to growing our active business and evolving our brand portfolio to meet the needs of today’s consumer.”
On March 2, Kohl’s said that its fourth-quarter sales dropped 10.1 percent, tempered by a 21 percent rise in digital operations. But the retailer added that it finished out the quarter with $2.3 billion in cash. Kohl’s expects that its full-year 2021 net sales will increase in the “mid-teens percentage range as compared to 2020.”