Kohl's Gives Home A Major Refresh

Kohl’s has given its home products assortment a major refresh and is now offering shoppers an expanded assortment of products that are available in-store and online.

To create a meaningful transformation of its home business, the retailer has expanded select categories in its assortment by 40%, offering newness in areas including wall art, glassware and ceramic home decor, barware, botanicals, lighting and more.

• A Curated Assortment of Unique Home Goods: Kohl’s new home collection will feature a curated mix of unique decorative home products in new-to-Kohl’s categories, such as wall art, botanicals, storage, pet, lighting, frames, glass, and ceramics.
• Strengthened Everyday Essentials: Kohl’s home assortment maintains some of its key programs, such as bedding and bath, but has elevated the assortment to include more modern aesthetics and frequent pattern and color injections to offer a constant stream of style-forward options for customers' evolving preferences.
• A Seasonal Decor Destination: Kohl’s new home strategy is also positioning the company to be a year-round destination for everyday occasions and seasonal holidays. It will deliver 60% newness in home and holiday decor seasonally to keep customers coming back to refresh their homes for each holiday.

“We’ve been making meaningful changes to reposition and expand our home offerings over the past year and are excited to unveil Kohl’s new assortment of on-trend and affordable home products to customers nationwide,” said Nick Jones, Kohl’s chief merchandising and digital officer. “As part of Kohl’s broader strategy to drive growth, we identified a real opportunity in home, and we’ve been thoughtfully building the category to position ourselves as a destination for home goods. We’re incredibly encouraged by initial customer response to our home decor assortment, and we see Kohl’s becoming a more formidable player in the home business.”

Kohl’s said it has created an elevated and expanded in-store and digital home experience, making it easier for customers to find something new and exciting for their home every time they shop. To re-introduce its home offerings to customers, Kohl’s is engaging in a multi-channel marketing approach including immersive digital activations that are rooted in inspiration and experimentation, partnerships with home design experts, a live pop-up experience in New York City, and more.

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