Kohl’s bringing Eddie Bauer in to boost active assortment


Kohl’s, looking for to sustain thrust in its growing active and casualwear sections. Recently it said that it will start carrying outwear and outdoor apparel from Eddie Bauer in 500 stores and online.

Kohl’s will offer an extensive array of women’s, men’s and kid’s apparel from Eddie Bauer – the 100-year-old brand known for its outdoor-active products. In North America, Eddie Bauer has more than 275 stores. And Kohl’s has more than 1,100 stores in 49 states.

Figure: Kohl’s said that it will start carrying outwear and outdoor apparel from Eddie Bauer in 500 stores and online. Courtesy: Collected

In fall 2021, primarily Kohl’s stores will sell Eddie Bauer outerwear, fleece and flannel. And later it is expected to grow over time.

Eddie Bauer products will be shown in Kohl’s men’s, women’s and kid’s departments, rather than having shops-in-shop displaying all the categories together. On kohls.com, there will be “an expanded assortment” of Eddie Bauer “favorites,” such as down jackets, parkas, performance bottoms, fleece, flannel and sleepwear.

“The addition of the Eddie Bauer brand into our portfolio acutely aligns with our ambition to grow our active and outdoor business, and attract new and younger customers to Kohl’s,” said Doug Howe, Kohl’s Chief Merchandising Officer, in a statement.

Total Retail’s Take

The addition of Eddie Bauer bolsters Kohl’s strategic goal to drive its active category from 20 percent to at least 30 percent of its business, which includes driving growth in the outdoor category. Kohl’s said that its customer insights “indicate that shoppers continue to look to Kohl’s for their active and outdoor needs.”

Additional active brands that Kohl’s carries include Nike, Under Armour, adidas, Champion, Columbia, Lands’ End, TOMS, and Cole Haan. Kohl’s will also launch a new private label, specialty athleisure brand FLX this March.

The partnership with Eddie Bauer is one of a few new collaborations for Kohl’s announced in the last year. Kohl’s started selling Lands’ End merchandise in fall 2020. Cole Haan footwear is coming to the retailer this spring. Lastly, The Sephora beauty experience will launch at around 200 Kohl’s stores in fall 2021.