Kohl’s keeps online, in-store assortment fresh with brand curation

Dan Berthiaume
Senior Editor, Technology
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Kohl’s is introducing two new initiatives that feature rotating selections of products from emerging and digital brands.

The department store retailer has launched Curated by Kohl’s on its commerce site and in more than 50 brick-and-mortar stores. The initiative offers an assortment of fashion merchandise that will be refreshed quarterly. The program went live with six emerging brands: Adore Me, East Adeline by Dia&Co, Kid Made Modern, Lovepop, Luca + Danni, and United by Blue. 

In addition, Glossy reports that Kohl’s has rolled out a curated quarterly assortment of beauty and wellness products called Beauty Checkout, currently available at 200 Kohl’s stores and online. Beauty Checkout is launching with items from 13 emerging brands including Evolution_18, Vital Proteins, and Honey Belle.

Unlike Curated by Kohl’s goods, Beauty Checkout products are selected with input from Facebook and Instagram. Stores with Beauty Checkout assortments offer them in standalone displays located in front of the beauty department, including a banner with the Facebook and Instagram logos. Beauty Checkout also has a dedicated section on the Kohl’s e-commerce site, with Facebook and Instagram logos displayed.

“This is one of our many initiatives centered on ramping up discovery or increasing the amount of newness in our assortment,” Doug Howe, Kohl’s chief merchandising officer, said in an interview with Glossy. “Customers have more choices on where they shop, so we want to accelerate the amount of product and newness we offer, and jump on emerging products and trends.”

Read more about Beauty Checkout here.