Kohl’s Partners With Eddie Bauer to Bolster Active Assortment
Kohl’s, seeking to sustain momentum in its burgeoning active and casualwear categories, announced that it will start carrying outwear and outdoor apparel from Eddie Bauer in 500 stores and online beginning this fall. Kohl’s said it will offer a wide array of women’s, men’s and kid's apparel from Eddie Bauer, the 100-year-old brand known for its outdoor-active orientation. Eddie Bauer has more than 275 stores in North America. Kohl's has more than 1,100 stores in 49 states. For fall 2021, Kohl’s stores will initially sell Eddie Bauer outerwear, fleece and flannel. The offering is expected to grow over time.
Eddie Bauer products will be displayed in Kohl’s men’s, women’s and kid's departments, rather than having shops-in-shop displaying all the categories together. On kohls.com, there will be “an expanded assortment” of Eddie Bauer “favorites,” such as down jackets, parkas, performance bottoms, fleece, flannel and sleepwear. “The addition of the Eddie Bauer brand into our portfolio acutely aligns with our ambition to grow our active and outdoor business, and attract new and younger customers to Kohl’s,” said Doug Howe, Kohl’s chief merchandising officer, in a statement.
Total Retail's Take: The addition of Eddie Bauer bolsters Kohl’s strategic goal to drive its active category from 20 percent to at least 30 percent of its business, which includes driving growth in the outdoor category. Kohl’s said that its customer insights "indicate that shoppers continue to look to Kohl’s for their active and outdoor needs." Additional active brands that Kohl's carries include Nike, Under Armour, adidas, Champion, Columbia, Lands’ End, TOMS, and Cole Haan. Kohl’s will also launch a new private label, specialty athleisure brand FLX this March. The partnership with Eddie Bauer is one of a few new collaborations for Kohl's announced in the last year. Kohl's started selling Lands' End merchandise in fall 2020. Cole Haan footwear is coming to the retailer this spring. Lastly, The Sephora beauty experience will launch at around 200 Kohl's stores in fall 2021.
Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.