Kohl’s is Betting Big on Active and Wellness


The Active and Wellness category is becoming a multi-billion dollar business for Kohl’s, making up more than 15 percent of the total business.

Under Armour is coming to Kohl's
Under Armour is coming to Kohl's

Overall sales of Active and Wellness products have dramatically increased since 2014, consistently outpacing industry growth and making it a major initiative for Kohl’s in 2017.

On March 1, Kohl’s will propel its investment in the category with the launch of Under Armour across women’s, men’s, kids, accessories, footwear and home categories, representing the biggest brand launch in Kohl’s history. Under Armour is a brand Kohl’s customers have expressed a strong desire to shop, with nearly half a million searches for ‘Under Armour’ conducted on Kohls.com in the past year, and will compliment Kohl’s Active and Wellness brand portfolio by offering access to premier performance apparel and technology.

Kohl’s has seen significant traction with its top active brands, including a double-digit sales increase in both Nike and Columbia over the past year, and will continue to make Active and Wellness a priority in 2017. Kohl’s will allocate 25 to 35 percent more space to Active and Wellness brands and provide the customer with an enhanced environment both in store and online to keep pace with the business growth. Kohl’s will continue to introduce new relevant brands, build upon its outdoor lifestyle offerings for families, and drive growth within emerging wellness categories, including wearables, sleep health and mental well-being.

For more details on Kohl’s active and wellness initiative, visit Kohls.com.