Kohl's Expands Home-Furnishing Offers

Kohl’s thinks Americans want more ideas for feathering their nests. The retailer is looking to regain sales momentum and shake off persistently glum financial results with an expanded assortment of home furnishings or décor, offering 40% more items in stores and online.

In addition to rolling out new TV spots, the company is using pop-up experiences and digital dream boards to get customers fired up about ways to refresh their homes.

The Menomonee Falls, Wisconsin-based company outlined some initiatives in a conference call webcast for investors last week.

The company announced a partnership with Babies R Us, sketching out babies, home, gifting and impulse purchases as underpenetrated categories that offer an opportunity to gain significant market share, said Tom Kingsbury, chief executive officer, on the call.



Additionally, he noted that Kohl’s is betting on an increase in home sales to fuel interest “as more customers become aware of our expanded assortment.”

New marketing will focus on Kohl’s offers for “every room, every style and every budget” and run for the remainder of the year. Plans call for digital, email, print and social media efforts, as well as TV.

Marketing plans include a digital home vision board builder and a social media sweepstakes. Winners who share their ideas on TikTok or Instagram have a shot at winning $500 gift cards.

And later this month, the retailer will bring that vision board builder to life in a New York City pop-up, with a series of miniature homes curated by influencers, showing off Kohl’s new merchandise categories, from botanicals to wall art to holiday decor.

“We know the way consumers shop for home goods is centered around inspiration, and we have a unique opportunity to reintroduce current customers and invite new customers to think of Kohl’s when looking for inspiration for their home,” says Christie Raymond, Kohl’s chief marketing officer, in the announcement.

“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.”

In its most recent quarter, Kohl’s sales slipped 1.1% to $5.71 billion and fell 4.3% on a comparable-store basis. That makes eight straight quarters of declines. And digital sales sank 15%.

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