Kohl’s is broadening its private-label strategy with a new kids’ collection under its FLX activewear brand.
The assortment, which launched this week, includes joggers, hoodies, zip-ups, and performance tees, priced from $14.99 to $50.
Boys’ sizes run from 8 to 20, and girls’ sizes from 7 to 16. The line is now available online and in 300 stores, with a rollout to additional locations planned for 2026.
FLX debuted four years ago during the pandemic-era surge in athleisure and has since become one of the stronger performers in Kohl’s private-brand portfolio.
“This assortment underscores our continued work to elevate proprietary brands that deliver trusted quality, relevant style, and incredible value for Kohl’s customers,” Nick Jones, chief merchandising officer, said in a statement.
Private labels are now a cornerstone of Kohl’s turnaround efforts, providing margin advantages while appealing to price-conscious shoppers.
In the company’s second quarter, owned brands outperformed the business overall, improving penetration by 500 basis points from Q1.
Executives said FLX, along with Tek Gear, Simply Vera Vera Wang, and Lauren Conrad, were among the top contributors.
Kohl’s has also recently introduced fresh proprietary labels, including Miryana, Hotelier, and Mingle & Co., with more on the way.
Analysts at Evercore ISI have said the uptick in private-label sales demonstrates proof of concept, with coupon eligibility further boosting conversion.
Kohl’s declined to disclose sales figures for FLX but called it a “standout” brand within its portfolio.
Click here to sign up to Retail Gazette‘s free daily email newsletter
