Kohl’s has made no secret of sharing its strategy to expand its private label business to turn around the fortunes of the mid-tier department store after a few tough years.
The retailer is launching a new private label assortment for kids. This marks the next chapter in the evolution of the Kohl’s FLX active lifestyle, or athleisure, business.
Next year, Kohl’s reported that more stores will carry the FLX label for kids and pre-teens. Kohl’s also stated that it is likely to further expand its private label portfolio soon.
FLX first debuted at Kohl’s in 2021 and is said to be a “standout” in the retailer’s proprietary brand offerings.
“We are excited to expand our successful FLX brand into the kid’s category this fall, addressing a white space in our active and athleisure offerings for younger generations,” said Kohl’s Chief Merchant Nick Jones in a media release. “This assortment underscores our continued work to elevate proprietary brands that deliver trusted quality, relevant style, and incredible value for Kohl’s customers.”
The new FLX collection is expected to serve as “a natural transition between children’s styles and adult shapes” for Kohl’s, “offering older kids an opportunity to express their evolving personal style.”
“We’re very aware of how style evolves rapidly, especially for kids entering their tween years,” offered Emmy Jean Woodhall, creative design director, Kohl’s. “That age group is forming identity and gravitating toward looks that feel more grown-up, but still playful. We’ve designed FLX apparel for kids to reflect that shift — adjusting silhouettes, proportions and colorways to deliver something that feels modern and expressive, without being too mature. It’s a fine balance, and one that this assortment nails.”
FLX apparel for kids is available at Kohls.com and in 300 of its retail stores, with plans to expand to more stores in 2026.
Images courtesy Kohl’s Inc.
