Kohl’s Announces Launch of New Private Label, Specialty Athleisure Brand
October 20 2020 - 8:00AM
Business Wire
- FLX, a new private label, specialty athleisure brand, launches
in select stores and online at Kohls.com beginning March 2021
- For both men and women, FLX offers stylish and high-quality
athleisure separates with key features such as performance fabrics,
functional details and inclusive size offerings, and the entire
collection was made using sustainable methods and materials
- The brand is a component of the company’s plans to more
aggressively serve as a destination in the growing active and
casual categories
Kohl’s (NYSE: KSS) announced today a new private label,
specialty athleisure brand, FLX, available in select stores and
online at Kohls.com beginning March 2021. With offerings for both
men and women, FLX, pronounced “flex,” is a modern athleisure brand
featuring stylish active separates made with high-quality
performance fabrics and functional details. In addition to a
year-round collection of core apparel — including bottoms, shorts
and tees — the brand assortment will be refreshed seasonally with
key transitional items, including fleece, jackets and layering
pieces.
“Kohl’s is excited to introduce FLX, a new specialty athleisure
brand, to our brand portfolio as we work to continue strengthening
our position as a destination for active and casual apparel,” said
Doug Howe, Kohl’s chief merchandising officer. “As customers have
been increasingly shopping for a more comfortable and casual
lifestyle, Kohl’s identified a plan to more aggressively serve as
the most trusted retailer of choice in these categories. With an
emphasis on high-quality athleisure, FLX fills a white space in our
current private brand portfolio and will be a great answer to these
growing consumer trends."
Designed for premium comfort and style, FLX offers versatile
pieces for life at home or on-the-go — such as a comfy traveler
pant, multi-use loungewear or packable jacket. The assortment is
also size-inclusive, available in plus and big & tall sizes,
and the entire FLX collection was made using sustainable methods
and materials. With a focus on higher-end athleisure, FLX
complements Kohl’s current private and national brand portfolio,
which includes active brands Tek Gear, adidas, Champion, Under
Armour, and Nike, and casual brands such as Sonoma Goods for Life,
Croft & Barrow and Columbia.
A Destination for the Active and Casual Lifestyle
The introduction of FLX is just one of many ways Kohl’s
continues to invest in the growing categories of active and casual
apparel. Building on its commitment to inclusive sizing, Kohl’s has
expanded its size offerings in active apparel with the launches of
Under Armour and Adidas Plus earlier this year, and Under Armour
Big & Tall last fall.
As Kohl’s active business continues to grow, it has also
increased square footage of the area dedicated to active by 25% in
approximately 160 of our stores and has launched adidas
shop-in-shops in 175 stores across the country, allowing customers
to shop a curated assortment of adidas products in its own branded
section — including everything from apparel to shoes and
accessories.
Kohl’s is also continuing to evolve its casual brand assortment
through increased clarity and the introduction of new and relevant
brands like Lands’ End and Toms shoes, both of which launched this
fall.
Cautionary Statement Regarding Forward-Looking
Information
This press release contains “forward-looking statements” within
the meaning of the Private Securities Litigation Reform Act of
1995. The Company intends forward-looking terminology such as
“believes,” “expects,” “may,” “will,” “should,” “anticipates,”
“plans,” or similar expressions to identify forward-looking
statements. Such statements are subject to certain risks and
uncertainties, which could cause the Company's actual results to
differ materially from those anticipated by the forward-looking
statements. These risks and uncertainties include, but are not
limited to, risks described more fully in Item 1A in the Company's
Annual Report on Form 10-K, and in Item 1A of Part II in the
Company's Quarterly Report on Form 10-Q for the quarter ended May
2, 2020, which are expressly incorporated herein by reference, and
other factors as may periodically be described in the Company's
filings with the SEC. Forward-looking statements relate to the date
initially made, and Kohl’s undertakes no obligation to update
them.
About Kohl’s
Kohl’s (NYSE: KSS) is a leading omnichannel retailer with more
than 1,100 stores in 49 states. With a commitment to inspiring and
empowering families to lead fulfilled lives, Kohl’s offers amazing
national and exclusive brands, incredible savings and an easy
shopping experience in our stores, online at Kohls.com and on the
Kohl's mobile app. Since its founding, Kohl's has given more than
$750 million to support communities nationwide, with a focus on
family health and wellness. For a list of store locations or to
shop online, visit Kohls.com. For more information about Kohl’s
impact in the community or how to join our winning team, visit
Corporate.Kohls.com or follow @KohlsNews on Twitter.
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version on businesswire.com: https://www.businesswire.com/news/home/20201020005273/en/
Julia Fennelly, julia.fennelly@kohls.com, 262.703.1710
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