• by Sarah Mahoney  @mahoney_sarah, October 5, 2006

Kohl's Corp. opens 65 new stores today in 30 states, most of them with gleaming glass fronts, new signage, and less cluttered merchandising. To drive traffic to the new locations, the company is increasing its marketing--especially direct mail. Eventually, Kohl's will redesign all its stores along the lines of the new prototypes.

The largest one-day opening in the company's history comes on the heels of some very good results: Earlier this week, Kohl's reported that year-to-year sales for the five-week period of September increased 26.1 percent, and comparable store sales jumped 16.3 percent.

In addition to direct mail and a TV campaign, the company has intensified its multi-platform marketing programs to reinforce its "Expect great things" theme. For example, "Transformation Nation" advertorials are running in current issues of such women's magazines as Self, Allure, and Lucky.

In a presentation to analysts, company officials said Kohl's--with its recently announced branded lines from Vera Wang and Food Network, in addition to established brands, including Chaps and Daisy Fuentes--is poised to deliver on its "Only at Kohl's" promise as never before. And its been trying to ratchet up its hip factor, too, expanding the skate-inspired Hawk line, and signing rockers like Pet Benatar and Cheyenne for its Candie's ads.

Based in Menomonee Falls, Wis., the company told analysts it plans to open about 415 stores nationwide over the next four years--and that by 2010, it expects sales of $24 billion, and net income of approximately $1.9 billion.