Kohl’s is continuing to revisit its approach to household goods, debuting a new home strategy designed to give customers a fresh and expanded selection of stylish home and seasonal decor and housewares at affordable prices.
The expanded assortment, already available in-store and online, offers customers an inspiring and discover-worthy curation of home and seasonal products in new categories and styles for every home, Kohl’s asserted.
The company has expanded select categories in its assortment by 40%, Kohl’s noted, offering newness in areas such as wall art, glassware and ceramic home decor, barware, botanicals and lighting.
The strategy includes Kohl’s indicated:
A Curated Assortment of Unique Home Goods. Kohl’s new home collection will feature an edited mix of decorative home products in new-to-Kohl’s categories, such as wall art, botanicals, storage, pet, lighting, frames, glass and ceramics. An assortment priority is approachable style and sharp pricing.
Strengthened Everyday Essentials. Kohl’s is maintaining key programs in the home, including bedding and bath, but it is elevating the assortment to include more modern aesthetics and frequent pattern and color injections to generate a constant stream of style-forward options for customers’ evolving preferences.
A Seasonal Decor Destination. Kohl’s is positioning the company to be a year-round destination for everyday occasions and seasonal holidays. It has committed to delivering 60% newness in home and holiday decor seasonally to keep customers coming back to refresh their homes.
In addition, Kohl’s has revisited and expanded its approach to in-store and digital household goods, making it easier for consumers to find something new and exciting for the home each time they shop. To re-introduce the home operation, Kohl’s is taking a multi-channel marketing approach, including immersive digital activations rooted in inspiration and experimentation, the company pointed out. It also has established partnerships with home design experts, Kohl’s added, launched a live pop-up experience in New York City and has other plans besides. In addition, the company also has launched a Home Sweepstakes online, asking consumers to create and share a vision board for a $500 gift card.
“We’ve been making meaningful changes to reposition and expand our home offerings over the past year and are excited to unveil Kohl’s new assortment of on-trend and affordable home products to customers nationwide,” said Nick Jones, Kohl’s chief merchandising and digital officer, in announcing the home initiative. “As part of Kohl’s broader strategy to drive growth, we identified a real opportunity in home, and we’ve been thoughtfully building the category to position ourselves as a destination for home goods. We’re incredibly encouraged by initial customer response to our home decor assortment, and we see Kohl’s becoming a more formidable player in the home business.”
Christie Raymond, Kohl’s chief marketing officer, maintained, “We know the way consumers shop for home goods is centered around inspiration, and we have a unique opportunity to re-introduce current customers and invite new customers to think of Kohl’s when looking for inspiration for their home. We’re prioritizing ways to connect, drive awareness and engage with home shoppers to enhance our credibility in the category, reinforce our compelling value, and provide new ideas and solutions that spark creativity for customers to ensure Kohl’s is a top-of-mind destination for home decor.”
