Kohl’s announced plans to launch FLX, a private label, specialty athleisure brand, in select stores and online at Kohls.com, beginning March 2021.
The brand is a component of the company’s plans to more aggressively serve as a destination in the active and casual categories. The range includes core apparel — bottoms, shorts and tees — that will be refreshed seasonally with key transitional items, including fleece, jackets and layering pieces. The assortment will be available in plus and big and tall sizes. The collection uses sustainable methods and materials.
With a focus on higher-end athleisure, FLX complements Kohl’s current private and national brand portfolio, which includes Tek Gear, Adidas, Champion, Under Armour, and Nike, and casual brands 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.”
The planned launch comes as Kohl’s has recently expanded its size offerings in active apparel with the launches of Under Armour and Adidas Plus earlier this year and Under Armour Big & Tall last fall. As Kohl’s active business continues to grow, it has also increased the square footage allocated to active by 25 percent in approximately 160 of its stores and has launched Adidas shop-in-shops in 175 stores across the country.
Kohl’s is also continuing to evolve its casual brand assortment with the introduction of Lands’ End and Toms shoes, both of which launched this fall.
Photo courtesy Kohl’s/Getty
