The 1,159-door chain, which believes competitor closures will enable it to gain further market share, calls the active category “a key growth driver” for the company. In Q4, Kohl’s realized gains in all active footwear and apparel classifications, including positive growth from Nike, Under Armour and Adidas and Fitbit. This spring, the banner will begin offering plus size offerings from Nike. Active, first added to Kohl’s locations in 2014, is approaching 20 percent of the retailer’s total sales volume.
This year, besides expanding in-store active merchandise presentations in approximately 160 of its highest-performing active doors, Kohl’s is teaming with the Planet Fitness chain. Initially, the partnership will see 20,000-25,000 of square footage in 10 select Kohl’s stores converted to PF clubs with the possibility of additional PFs alongside Kohl’s locations in future years.
“We continue to see our Rightsizing strategy as an important initiative to not only leverage our real estate assets but also drive traffic to our stores through key partnerships,” said Michelle Gass, Kohl’s CEO said in a statement. Besides Planet Fitness, Kohl’s is also working German supermarket chain Aldi and others to take over
Elsewhere, Kohl’s will test an outfit bar concept in a total of 50 stores in Chicago and Philadelphia with curated assortments of “Millennial-loved brands,” including Adidas, Nike, POPSUGAR and Levi’s, that will be updated monthly and mirrored on the retailer’s digital landing page. In Q4, the retailer reported a double-digit increase in digital sales following on a 26 percent increase from Q4/17 and said nearly 40 percent of digital orders were fulfilled by stores.
The department store recently began a 10-store pilot focused on enhanced ship from store capability called Omni Power Centers that will be increased to 135 doors in 2019. These locations have been equipped with technology and process enhancements to be more efficient in fulfilling digital orders, Gass said.