Kohl’s has increased its assortment of home décor items by 40%, adding new categories and elevating its mainstay bedding and bath products with more modern aesthetics and frequent pattern and color injections. The retailer also is positioning itself as a seasonal décor destination, promising 60% newness in home and holiday décor seasonally as a strategy to boost customer retention.
The revamped home collection will be available both in-store and online, featuring a curated mix of unique products in new-to-Kohl’s categories that include wall art, botanicals, storage, pet, lighting, frames, glass and ceramics.
“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, Chief Merchandising and Digital Officer at Kohl’s in a statement. “We’re incredibly encouraged by initial customer response to our home décor assortment, and we see Kohl’s becoming a more formidable player in the home business.”
Kohl’s is using a multichannel marketing approach to alert consumers about its new concentration on home, including immersive digital activations rooted in inspiration and experimentation, partnerships with home design experts and a live pop-up experience in New York City.
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“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, Chief Marketing Officer at Kohl’s in a statement. “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.”
