Kohl’s department stores are traditionally freestanding and divided into multiple shopping centers within each store. Merchandise at Kohl’s ranges from clothing to small appliances, home décor, jewelry, beauty products, toys, and kitchenware. The majority of their merchandise is made up of private label items that Kohl’s distributes (such as Sonoma, Apt 9, Jumping Beans, and Croft & Barrow). Kohl’s is marketed between high-end department stores and discounters.
Although Kohl’s has a wide variety of brands to choose from, their many private labels create confusion for customers. In an effort to organize and refresh their brand and products, Apt 9 (one of Kohl’s strategic lines) was chosen as an example to receive a completely new look and name. The result is that Kohl’s will attract more customers and reinforce their great products and value.
Sa Nguyen, Nina Yoo, Kelsey Lu and Katie Burleson