US' Kohl's unveils new store experience for Back-to-School season

Discover @ Kohl’s is a new feature that curates dozens of emerging, established, and diverse-owned brands that are new to Kohl’s, into different seasonal areas throughout the store in 600 locations, and highlighted online on the Kohl’s website. From July through October 2022, Discover @ Kohl’s areas will include Back to School, Get Outside, Fall Family Fun, and For Women By Women, a collection of female-founded activewear. Discover @ Kohl’s areas will be positioned throughout the store, and will also maintain a consistent presence by Kohl’s Amazon Returns, which will feature a rotating assortment of gifts that give back, the company said in a press release.

For Kohl’s back to school customers, the Back-to-School discovery area will feature brands, products and school supplies by brands like Ivory Ella, Yoobi and Teleties.

Ivory Ella, known for fun and cozy sweatshirts, tees and other apparel, also donates 10 per cent of all its net profits to organisations like Save the Elephants. Yoobi, a brand that offers colourful and unique school supplies, donates a school supply item to a child in need in the US for every item sold. Teleties, a company that created revolutionary hair ties that doubles as stackable bracelets, also donates a portion of its proceeds to Force, a non-profit organisation that improves the lives of those affected by hereditary cancers.

Kohl’s wants to make sure every child feels reflected and included when shopping for back to school. Since 2019, Kohl’s has been a leader in providing adaptive apparel for kids that offer thoughtfully designed features like abdominal access and sensory-friendly and wheelchair-friendly options. This year’s adaptive kids collection continues to grow with new styles that kids with disabilities can wear and feel stylish, on trend, and confident as they head into a new school year.

Kohl’s is also launching a new partnership with Billy Footwear. Billy Footwear offers mainstream shoes that are functional, fashionable, and inclusive for everyone. With zippers that go along the side of the shoes and around the toe, the upper of each shoe can open and fold over completely. The foot can be placed in the shoe footbed unobstructed and a zipper-pull closes and secures the foot.

Plus, this Back-to-School season, Kohl’s is offering new styles of gender-neutral kids apparel through its private label brands, Jumping Beans, Sonoma Goods for Life, and Tek Gear, and continues to introduce new gender-neutral styles through Little Co. by Lauren Conrad – a brand that has woven gender neutrality into its brand DNA. The collections offer an assortment of apparel that give kids the freedom of style expression without gender labels.

“The Back-to-School period is always an exciting time for our customers, and our company. This year, we know that value is more important than ever, and Kohl’s is prepared to be the go-to back to school destination with our unique mix of national and private brands that offer style-forward options at every price, as well as our industry-leading value differentiators like Kohl’s Cash and Kohl’s Rewards. We’re also especially excited to offer our customers an enhanced shopping experience full of new brand discovery that will leave our customers feeling inspired and like they found something truly unique at Kohl’s,” Christie Raymond, Kohl’s interim chief marketing officer, said.

“We couldn’t be more excited to introduce customers to Discover @ Kohl’s this Back-to-School season. The experience is not only designed to inspire, intrigue and bring a new sense of exploration to Kohl’s, but it also contributes to our overarching efforts to modernise, transform and elevate our store and online experience for our customers. Discover @ Kohl’s has also given us the opportunity to partner with truly unique and emerging brands that are hard to find anywhere else, and brands customers will feel good about purchasing from. In fact, Discover @ Kohl’s has paved the way for us to introduce over 30 new diverse and women-owned brands just this year,” Ron Murray, Kohl’s interim chief merchandising officer, said.

Fibre2Fashion News Desk (GK)