Kohl's Explores Acquiring At Home Group
Kohl's Corp. has approached At Home Group Inc. to express interest in acquiring the U.S. home decor retail chain, people familiar with the matter said on Wednesday. A deal would help Kohl's expand its customer base, which focuses on women's, men's and children's clothing, and boost its presence in the home goods category, which has traditionally accounted for a small part of its business. At Home Group operates 188 stores in 38 states, selling everything from furniture, mirrors, rugs, art and housewares to tabletop, patio and seasonal décor. The company has reportedly been exploring a sale.
Total Retail's Take: Kohl's has been active in trying to diversify its business as department store chains struggle to maintain their status in an evolving retail landscape, one in which an increasing number of consumers are opting to shop online and more brands bypass traditional brick-and-mortar retailers in favor of selling direct to consumer. A potential purchase of At Home would provide Kohl's a stronger foothold in the home goods category, leading to new customers shopping with the department store chain. Kohl's has been busy seeking new sources for customer acquisition. Earlier this year, Kohl's announced that it would begin accepting product returns for Amazon.com at all of its stores, partnered with millennial-focused Popsugar to launch a new line of apparel, and teamed with Weight Watchers to promote consumer wellness through workshops and events at its Chicago store.