![](\"https:\/\/www.thestreet.com\/.image\/c_fit%2Ch_800%2Cw_1200\/NDA6MDAwMDAwMDAyODg0MzM4\/kohls_shutterstock_.jpg\")
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Since it opened its first location in 1962, Kohl\u2019s has been one of the country\u2019s leading department stores.<\/p>\n
But over the past few years, as discount retailers like Ross Dress for Less, TJ Maxx, and Burlington gain a larger foothold, the Midwest-based chain has started to slip. As consumers become more price-conscious, they\u2019re increasingly turning to chains with a better value proposition.<\/p>\n
According to data from Placer.ai, in 2025, some 62.9% of shoppers visited off-price retailers, while just 37.1% preferred department stores. That\u2019s a major drop from 2019, when 51.8% of shoppers were visiting department store aisles, and only 48.2% were hitting up discount retailers.<\/p>\n
Of course, some department stores are faring better than others. Retailers like Von Maur, with a strong regional identity, or Nordstrom, with a premium, service-oriented identity, have actually seen some growth in visits.<\/p>\n
However, those without defining features or strong customer experience propositions have been hit particularly hard by the change in consumer behavior.<\/p>\n
During Q4 2025, Placer.ai says that Kohl\u2019s saw a 5% drop in total number of visits. A number that the company will be forced to address during its upcoming Q4 2025 earnings call.<\/p>\n
Kohl\u2019s is expanding its private label offerings<\/p>\n
In February, Kohl\u2019s announced that it would be expanding its private label offerings with FLX Golf and Sea + Sky.<\/p>\n
FLX Golf is an addition to the existing menswear line focused on \u201cdeliver[ing] premium, versatile activewear that fits lifestyle and budget.\u201d\u00a0<\/p>\n
Sea + Sky, on the other hand, is aimed at a completely different market segment: teen and tween girls. Featuring everything from basics to dress-up styles, the line aims to help girls \u201clook as good as they feel both inside and out of the classroom.\u201d<\/p>\n
Visits to Kohl’s dropped by 5% over the last quarter, as the department store struggles to keep up with discount retailers.<\/p>\n
Shutterstock<\/p>\n
The retailer also launched a By Kohl\u2019s campaign earlier this month, with the goal of helping shoppers more easily identify its private label items.\u00a0<\/p>\n
\u201cBy Kohl\u2019s provides a distinct point of differentiation for us, as we continue to develop unique collections that offer the sharp price points our customers expect without compromising on the modern aesthetic they’re looking for,\u201d Chief Merchandising Officer Nick Jones said in a statement.<\/p>\n
Related: Kohl\u2019s makes bold store change to lure back customers<\/p>\n
The focus on private label development is a smart gamble. According to data from Numerator, millennial and Gen Z shoppers are becoming increasingly likely to choose a store brand or private label over a name brand. Some 76% of millennials believe name brands are as good or better than national brands, and 73% of Gen Z agree.<\/p>\n
\u201cIn a cost-conscious retail climate, private label has become a key lever for margin growth,\u201d Numerator says.<\/p>\n
Kohl’s is also betting on its partnerships<\/p>\n
But Kohl\u2019s isn\u2019t putting all of its eggs in one basket.\u00a0<\/p>\n
The company also announced new and expanding partnerships with brands like Babies \u2018R Us and Sephora back in February.<\/p>\n
Placed near existing toy sections, the new Babies \u2018R Us gifting stations include a curated assortment of items from popular baby brands like Fisher Price and Frida Baby. The goal, Kohl\u2019s says, is to make gifting and quick trips easier for parents.<\/p>\n
Related: Kroger customers get deliciously good news<\/p>\n
A mainstay in Kohl\u2019s stores for the last few years, Sephora has been one of the company\u2019s most profitable partnerships. During the company\u2019s Q3 2025 earnings call, CEO Michael Bender told investors \u201cWe continue to be pleased with this partnership, which delivered nearly a $2 billion business in four years. Sephora is outstanding at offering discovery, innovation, and newness to customers.\u201d<\/p>\n
This spring, the Sephora counters will be adding a number of popular new product lines including MAC Cosmetics, Salt & Stone, and Dermalogica.\u00a0<\/p>\n
The Kohl\u2019s forecast<\/p>\n
Given Kohl\u2019s floundering position, analysts at MarketWatch are keeping an eye on a few key things:<\/p>\n
Kohl\u2019s sales, which are projected to\u00a0 have dropped from $5.18 billion in Q3 to $5.2 billion in Q4Kohl\u2019s profits, which are expected to have a climbed to $92 millionKohl\u2019s comparable sales, which are expected to be down by 1.5%
\nSource: MarketWatch<\/p>\n
Related: Sephora partners with global beauty giant<\/p>\n
#Kohls #struggles #remain #relevant #discount #retailers #gain #foothold<\/p>\n","protected":false},"excerpt":{"rendered":"
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