Kohl’s to debut FLX athleisure line amid active, casual push

David Salazar
Managing Editor
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As Kohl’s looks to position itself as a leader in the growing active and casual apparel categories, it is adding a private athleisure brand to its offerings. The Menomonee Falls, Wis.-based retailer is set to unveil FLX — a specialty athleisure line – in March 2021 with a focus on stylish men and women’s separates. 

FLX will feature products made with performance fabrics and functional details, the company said, noting that it would feature year-round core apparel products and seasonal transition items, including fleece, jackets and layering pieces. With a focus on comfort and style, Kohl’s said FLX would offer plus and big and tall sizes, and be made from sustainable materials. It is meant to offer a high-end complement to such brands in its assortment as Tek Gear, adidas, Champion, Under Armour and Nike, as well as casual brands like Sonoma Goods for Life, Croft & Barrow and Columbia. 

“Kohl’s is excited to introduce FLX, a new specialty athleisure brand, to our brand portfolio as we work to continue strengthening our position as a destination for active and casual apparel,” said Doug Howe, Kohl’s chief merchandising officer. “As customers have been increasingly shopping for a more comfortable and casual lifestyle, Kohl’s identified a plan to more aggressively serve as the most trusted retailer of choice in these categories. With an emphasis on high-quality athleisure, FLX fills a white space in our current private brand portfolio and will be a great answer to these growing consumer trends."

Kohl’s has been looking to invest in active and casual, in part through recent partnerships with Under Armour and Adidas, while also focusing on inclusive sizing in the space, which it achieved with the introduction of Under Armour Big & Tall last fall. The retailer is growing the footprint of activewear in 160 stores by 25%, and has added adidas shop-in-shops to 175 stores. This fall, it introduced trendy casual products from Lands’ End and Toms shoes.