Discount retailer Kohl’s has unveiled two exclusive home goods brands, Miryana and Mingle & Co, which launched online and in stores on 14 March.
The home brands were designed by Kohl’s in-house design team and offer contemporary home essentials and kitchenware at affordable retail prices.
Miryana’s collection features over 170 products, including comforters, towels, shower curtains, quilts, rugs, and accent pillows, and starts from the price of $11.99.
The retailer also offers kitchenware and dining products with its Mingle & Co collection featuring Dutch ovens, placemats, tablecloths, flatware, kitchen towels, and storage starting from $4.99.
This launch aligns with the company’s plans to increase its home products as it aims to expand its department store offerings.
Ashley Buchanan, Kohl’s CEO, said in an earnings call: “As we’re working through our merchandise strategies, our goal will be to drive improved assortment clarity across all categories with a purpose behind each brand and each product.”
The retailer plans to offer established brands and new products as part of its plans to drive growth in the upcoming fiscal year.
Buchanan added: “The customer will decide the mix in the end. I think there will always be a place for high-quality, high-value proprietary brands, and then putting that in front of the customer, along with great quality national brands that people recognize, and then you let the customer decide.”
The execution of the turnaround strategy follows declining sales for Kohl’s in its most recent financial earnings.
Additionally, the company plans to close down 27 locations to optimize its fleet as part of its recovery strategy.
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