Expect to see fewer handbags in Kohl’s stores in the future — and more laundry detergent and yoga pants.
On Monday, Kohl’s announced that it would be testing out a new shop-in-shop called the Wellness Market, which will carry products like dish soap and baby wipes from brands including Seventh Generation and the Honest Company. It will initially launch online, as well as in 50 Kohl’s stores.
It’s part of the new strategic framework Kohl’s announced last week, in which the department store chain said its focus going forward is to be the leading retailer for shoppers looking for products to support an active, yet casual lifestyle. That includes carrying more athleticwear in its stores — CEO Michelle Gass said last week that the goal is for activewear to one day account for 30% of revenue, up from 20% today — as well as more vitamins and green cleaning products. The goal of this merchandising overhaul is to fit the needs of customers who are “prioritizing their health” and “overall personal wellness,” as Kohl’s put it in a press release.Modern Retail