![](\"https:\/\/www.thestreet.com\/.image\/c_fit%2Ch_800%2Cw_1200\/MTg2OTQ3MzY4NDQ3Mzg3MTI4\/the-inside-of-a-kohls-lead.jpg\")
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Things might look a little different to regular Kohl\u2019s shoppers next time they step into the store. <\/p>\n
During the company\u2019s Q4 2026 earnings call on March 10, Kohl\u2019s CEO Michael Bender said customers could expect to see big changes to the retailer\u2019s inventory over the next year.<\/p>\n
\u201cA key element of Kohl’s value proposition is the power of our high-quality proprietary brands,\u201d Bender said. \u201cThis year, we are committed to increasing our investment into proprietary brands inventory, marketing, and experience.\u201d<\/p>\n
Kohl\u2019s has typically carried a wide range of brands on its floor, ranging from global entities like Levi\u2019s and Nike to proprietary labels such as LC Lauren Conrad and Tek Gear.<\/p>\n
While that strategy may have worked in the past, it\u2019s proved less effective in recent years as department stores have started to falter.<\/p>\n
A recent Placer.ai report found that, as a whole, department stores were struggling to maintain traffic.\u00a0<\/p>\n
\u201cThe pressure was most visible among mid-market chains without a sharply defined value or experiential proposition,\u201d the report said.\u00a0<\/p>\n
Kohl\u2019s, with its lack of clear identity, certainly felt this pressure, with visits dropping by 5% in Q4 year over year.<\/p>\n
Kohl\u2019s doubles down on private-label brands<\/p>\n
While Kohl\u2019s has no plans to drop global brands altogether \u2014 Kohl\u2019s Chief Financial Office Jill Timm called out the successful partnerships with brands like Levi\u2019s and companies like Sephora \u2014 executives made it clear the company\u2019s primary focus going forward would be its private labels and proprietary brands.<\/p>\n
\u201cWe’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.\u201d<\/p>\n
The decision to shift focus isn\u2019t a new one. Earlier this month, Kohl\u2019s launched its \u201cBy Kohl\u2019s\u201d campaign.\u00a0<\/p>\n
The campaign aims to \u201cbring more visibility and definition to our proprietary brand portfolio and reinforce how these brands are thoughtfully designed for our customers\u2019 lives,\u201d the company said in a statement.\u00a0<\/p>\n
In practice, this means stores are showcasing brands more prominently on the sales floor with elevated signage, mannequins, and prime positioning in gifting stations. <\/p>\n
It also means making them easier to find on e-commerce platforms through dedicated landing pages and spotlighted sections.<\/p>\n
Kohl’s executives called out a number of private-label and proprietary brands they\u2019re hoping to emphasize over the coming year, including:<\/p>\n
LC Lauren ConradTek GearSonomaFLXSea +SkyJumping BeansApt. 9<\/p>\n
Kohl’s announced plans to focus on private labels and proprietary brands in 2026, in an effort to develop a clearer brand identity.<\/p>\n
Shutterstock<\/p>\n
Kohl’s is committed to keeping prices low<\/p>\n
Budget-conscious shoppers don\u2019t need to worry \u2014 Kohl\u2019s revamped strategy doesn\u2019t include major price bumps.<\/p>\n
In fact, Bender said the company is working to lower prices on many key items in 2026.<\/p>\n
\u201cThe majority of our customers are low to middle income,\u201d he told investors. \u201cThese consumers have been consistently under pressure and are being thoughtful with how they are spending their discretionary income\u2026 Kohl’s has an opportunity to deliver more consistent, competitive value to all of our customers.\u201d<\/p>\n
In order to better serve its primary demographic, Kohl\u2019s has plans to offer a variety of basic and gift items at $10 or less. They\u2019re also working to revamp their rewards program and discount system, so that loyal shoppers are getting the most bang for their buck.<\/p>\n
Kohl\u2019s won\u2019t ditch major partnerships<\/p>\n
Private labels and proprietary brands aren\u2019t Kohl\u2019s only focus areas for the upcoming year. Both Bender and Timm noted that the company\u2019s partnership with Sephora has been a major factor in the chain’s growth.<\/p>\n
\u201cOn the Sephora question, you know, we feel very good about the partnership there,\u201d Bender told investors, noting that net sales for Sephora at Kohl\u2019s grew by 2% in 2025.<\/p>\n
In order to continue that momentum, the company says it plans to \u201cstrategically curate an exciting assortment\u201d of new brands to carry in the sections as it \u201crecognizes that newness is vital in the beauty industry.\u201d<\/p>\n
Customers can expect to see products from Tarte and Charlotte Tilbury hit Sephora at Kohl\u2019s 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.<\/p>\n
Related: Kohl\u2019s struggles to remain relevant as discount retailers gain foothold<\/p>\n
#Kohls #CEO #tells #customers #major #revamp<\/p>\n","protected":false},"excerpt":{"rendered":"
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