Kohl’s will test a new in-store shop concept, Wellness Market, in 50 stores and online. The market, which will sell items such as green cleaning products, baby wipes and vitamins, is designed to appeal to consumers who view their health and wellness as a priority.

Kohl’s said in a statement, “The curated market will feature an assortment of products across home, beauty, personal wellness, baby and pet care, with an emphasis on products that offer clean, natural or sustainable attributes — meaning customers can pick up everything from vitamins and deodorant to baby wipes and cleaning supplies. The assortment will include top national brands, such as Seventh Generation, Shea Moisture, The Honest Company, Zarbee’s, and more.

“The Wellness Market pilot is just one component of Kohl’s strategy to further establish itself as a leader in active, casual and wellness lifestyle. As we continue to expand our offerings in these categories, we are excited to bring this new concept to customers and learn how they respond. Kohl’s Wellness Market can be shopped in select stores beginning Nov. 6 or online now at Kohls.com.”

The test comes as Kohl’s on October 20 announced plans to increase the active category to 30 percent of sales from 20 percent with a goal of becoming “the most trusted retailer of choice for the active and casual lifestyle.”

Graphic courtesy Kohl’s