Kohl’s is Testing and Learning at Its New Concept Store in Tacoma, Washington

Kohl’s is testing a new 35,000-square-foot concept store in Tacoma, Washington, filled with innovations. The smaller store, which opens in November, has been a year in the making. It features more mannequins, clean and open sightlines and a new and improved self-pickup area. The checkout stations are off to the side and out of the way, so consumers can get a good look at the merch the minute they step into the store.

CEO Michelle Gass led a virtual tour of the store on Thursday, pointing out that mannequins have different skin tones and come in different sizes in a nod towards diversity and inclusion. Storytelling and mannequin vignettes can be seen throughout the store. Gass said customers want to be inspired and also want ease of shopping and convenience.

“We’re in [the midst] of a big reinvention,” said Gass of Kohl’s. “It’s all about serving the customer. The company can really be a leader in the active and casual lifestyle. There’s strategy, product and value, and there’s the experience. Thinking differently about the experience is a big part of this strategy.”