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Home is an area of focus today and going forward at Kohl’s
as the mid-tier department store chain looks to increase
brand offerings in the category as well as revamp the
in-store presentation and expand the depth of its assortment
online.
During its third-quarter earnings call last week, chairman,
president and ceo Kevin Mansell outlined the initiatives
in the queue to boost Kohl’s Corp.’s home
business.
For starters, “a dramatically redesigned home area”
will be included in about 30 new and 65 or more remodeled
units in 2010. The enhanced presentation is meant to give
the category “more capacity on the sales floor and
more flexibility in our fixture presentation.” Kohl’s
currently operates 1,059 units in 49 states.
Additionally, Kohl’s is “highly intent on
maximizing” some of its exclusive men’s and
women’s apparel, home, footwear, accessory and jewelry
more effectively. “We think there is a lot of opportunity
to do that. In many cases they aren’t penetrated
as well in those areas simply because of a lack of offering
or lack on intensity in merchandise presentation or lack
of marketing. So that’s probably our primary focus,”
Mansell continued.
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