Kohl’s CEO tells customers major revamp is on the way

Things might look a little different to regular Kohl’s shoppers next time they step into the store.

During the company’s Q4 2026 earnings call on March 10, Kohl’s CEO Michael Bender said customers could expect to see big changes to the retailer’s inventory over the next year.

“A key element of Kohl’s value proposition is the power of our high-quality proprietary brands,” Bender said. “This year, we are committed to increasing our investment into proprietary brands inventory, marketing, and experience.”

Kohl’s has typically carried a wide range of brands on its floor, ranging from global entities like Levi’s and Nike to proprietary labels such as LC Lauren Conrad and Tek Gear.

While that strategy may have worked in the past, it’s proved less effective in recent years as department stores have started to falter.

A recent Placer.ai report found that, as a whole, department stores were struggling to maintain traffic. 

“The pressure was most visible among mid-market chains without a sharply defined value or experiential proposition,” the report said. 

Kohl’s, with its lack of clear identity, certainly felt this pressure, with visits dropping by 5% in Q4 year over year.

Kohl’s doubles down on private-label brands

While Kohl’s has no plans to drop global brands altogether — Kohl’s Chief Financial Office Jill Timm called out the successful partnerships with brands like Levi’s and companies like Sephora — executives made it clear the company’s primary focus going forward would be its private labels and proprietary brands.

“We’re probably the most mature in that curve in terms of how we went after our proprietary brand portfolio,” Timm told investors, discussing opportunities for growth. “I think that’s kind of the litmus test for us and really what we’re gonna continue to chase after.”

The decision to shift focus isn’t a new one. Earlier this month, Kohl’s launched its “By Kohl’s” campaign. 

The campaign aims to “bring more visibility and definition to our proprietary brand portfolio and reinforce how these brands are thoughtfully designed for our customers’ lives,” the company said in a statement. 

In practice, this means stores are showcasing brands more prominently on the sales floor with elevated signage, mannequins, and prime positioning in gifting stations.

It also means making them easier to find on e-commerce platforms through dedicated landing pages and spotlighted sections.

Kohl’s executives called out a number of private-label and proprietary brands they’re hoping to emphasize over the coming year, including:

LC Lauren ConradTek GearSonomaFLXSea +SkyJumping BeansApt. 9

Kohl’s announced plans to focus on private labels and proprietary brands in 2026, in an effort to develop a clearer brand identity.

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Kohl’s is committed to keeping prices low

Budget-conscious shoppers don’t need to worry — Kohl’s revamped strategy doesn’t include major price bumps.

In fact, Bender said the company is working to lower prices on many key items in 2026.

“The majority of our customers are low to middle income,” he told investors. “These consumers have been consistently under pressure and are being thoughtful with how they are spending their discretionary income… Kohl’s has an opportunity to deliver more consistent, competitive value to all of our customers.”

In order to better serve its primary demographic, Kohl’s has plans to offer a variety of basic and gift items at $10 or less. They’re also working to revamp their rewards program and discount system, so that loyal shoppers are getting the most bang for their buck.

Kohl’s won’t ditch major partnerships

Private labels and proprietary brands aren’t Kohl’s only focus areas for the upcoming year. Both Bender and Timm noted that the company’s partnership with Sephora has been a major factor in the chain’s growth.

“On the Sephora question, you know, we feel very good about the partnership there,” Bender told investors, noting that net sales for Sephora at Kohl’s grew by 2% in 2025.

In order to continue that momentum, the company says it plans to “strategically curate an exciting assortment” of new brands to carry in the sections as it “recognizes that newness is vital in the beauty industry.”

Customers can expect to see products from Tarte and Charlotte Tilbury hit Sephora at Kohl’s shelves by the end of 2026, joining brands like MAC (which was rolled out to 850 stores near the close of 2025), YSL, Valentino, and OUI.

Related: Kohl’s struggles to remain relevant as discount retailers gain foothold

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