Kohl’s has launched Sea and Skye, a new private label apparel brand aimed at teen and tween girls, as part of a broader effort to expand its merchandising assortment this spring.
The brand will roll out to all Kohl’s stores this month, according to the company. The initial Sea and Skye collection features casual basics, fleece and graphic T-shirts, alongside dressier styles positioned for special occasions.
Private labels have been central to Kohl’s turnaround strategy, with executives previously describing owned brands as a critical lever for differentiation and margin improvement.
Sea and Skye is one component of a wider spring reset. Kohl’s is expanding its five-year-old FLX athleisure label into golf apparel and extending both FLX and its Haggar dresswear assortment into big-and-tall sizes at every location.
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The retailer is also growing the assortment at Sephora at Kohl’s, adding brands such as Dermalogica, Beauty of Joseon and Salt & Stone.
In addition, Kohl’s is introducing Babies “R” Us-branded fixtures featuring baby gifts from Fisher-Price, Baby Einsteinand Frida Baby.
The company recently launched a front-of-store “Deal Bar” offering gifts, seasonal items and essentials priced under $10.
The merchandising push comes as Kohl’s works to stabilize performance. In its most recent quarter, net sales fell nearly 3% year over year to $3.4 billion, while comparable sales declined 1.7%.
The retailer appointed Michael Bender permanent CEO in November after he served six months in the interim role.
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