Kohl’s (Brookfield, Wis.) is expanding its home goods category by 40% in both its stores and website, according to a press release by the company. The company says this change is in effort to become a “destination” for home goods with affordable prices for customers. The expanded category will include art, decor, lighting, pet supplies and storage. This is despite a 6.3 percent decline in furniture and home goods sales in February, according to RetailDive. “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,” Nick Jones, Chief Merchandising and Digital Officer at Kohl’s said in the press release.
Kohl's holiday look offers glimpse into turnaround plan
Kohl's to Expand Beauty Department in 2018
Kohl's gets boost from new home décor categories
Kohl's to Expand Home Goods Section – Visual Merchandising and Store Design
How specialty beauty retail came to dominate the mass channel
Kohl's - Wikipedia
The Beauty Battle: Sephora @ Kohl's vs. Ulta @ Target - McMillanDoolittle - Transforming Retail
Kohl's Plans To Make Drastic Changes To Some Stores
At Home Set To Open Amid Crisis In Home Furnishings Category - Rockland County Business Journal
Kohl's Launching New Retail Focus That Competes With Target - TheStreet