By Kohl’s: The Next Era for Our Proprietary Brands

A Conversation with Kohl’s chief marketing and chief merchandising officers

Our customers know they can count on Kohl's for great brands and great value. With the introduction of By Kohl’s, we are bringing more visibility and definition to our proprietary brand portfolio and reinforcing how these brands are thoughtfully designed for our customers’ lives. In this Q&A, Chief Marketing Officer Christie Raymond and Chief Merchandising Officer Nick Jones discuss the inspiration behind the By Kohl’s campaign, the enhanced experience customers will see in-store, and the strategic role these only-at-Kohl’s brands play in creating a distinct, balanced portfolio for our shoppers.

Q: The By Kohl’s campaign feels like an exciting proclamation for Kohl's proprietary brands. Can you tell us more about the By Kohl's campaign and what customers can expect?

Christie: At its core, By Kohl’s is about giving the proprietary brands we’ve created for our customers a stronger voice and greater visibility. We want shoppers to have confidence in choosing these brands, because they understand what they offer - style they love, quality they can trust, and value that fits their lives.

Customers will experience By Kohl’s wherever they engage with us - from broadcast spots featuring our beloved Kohl’s Mom, alongside a few special celebrity guest appearances, to social, digital, and in-store experiences. Our creative brings each brand’s personality to life under one connected platform. For example, the broadcast spot for FLX apparel shows how the brand moves seamlessly from work to the golf course, combining comfort, performance, and polish. Online, we’re reinforcing each brand’s distinct attributes, like reinforced knees on Jumping Beans kids’ pants or the thoughtful design of an LC Lauren Conrad dress. In-store, prominently placed By Kohl’s signage makes it easier for customers to recognize and navigate our owned brands throughout their shopping experience. 

Q: Why was now the right time to introduce By Kohl’s?

Christie: Shoppers who already know our brands love them. We realized there was more we could do to help others recognize these great brands as uniquely Kohl’s. This was an opportunity to be more intentional in how we tell our brands’ stories. By Kohl's allows us to better articulate what makes each brand special and position them as clear, consistent choices within the Kohl’s experience.

Nick: It really comes down to listening to our customers. They told us they were looking for more options that offer a greater balance of quality, style, and value. By Kohl’s provides a distinct point of differentiation for us, as we continue to develop unique collections that offer the sharp price points our customers expect without compromising on the modern aesthetic they're looking for.

Q: How will By Kohl’s show up in stores?

Nick: We have a fantastic foundation with our proprietary brands, and now we’re amplifying that experience by focusing even more on style inspiration. Our goal is to create an environment that shows shoppers exactly how to build looks for their everyday lives. You’ll see this come to life through curated displays and a fresh approach to our mannequins and fixtures, which will serve as visual style guides. By showcasing complete outfits—pairing a floral top with the right bottoms and accessories—we’re making it easier to see how By Kohl’s pieces work together. It’s about creating those 'aha' moments of inspiration that help our customers feel confident in their choices every day.

Q: Finally, what are you most excited about as we look ahead with the "By Kohl’s" campaign?

Nick: I’m most excited about how we’re making it even easier for families to find the quality and value they’ve always trusted us for. By spotlighting our own brands alongside our national brand favorites, we are curating a purposeful mix that gives our customers exactly what they want. 

Christie: What excites me is seeing customers rediscover Kohl’s through our brands in a new way. With By Kohl’s, we’re helping shoppers understand our brands, what they stand for, and how they fit into their lives. I’m especially excited for customers to discover a new favorite brand that they’ll return to season after season.