Department Stores

Kohl’s to Test New Layouts

Plans call for bringing new partners into store environment

Published

12 years ago

February 29, 2012

VMSD Staff

Kohl’s Corp. (Menomonee Falls, Wis.) announced plans to test new store layouts and new merchandise categories, according to Women’s Wear Daily.

“We lost some of our leadership in the price element of our value equation,” Kevin Mansell, Kohl’s chairman, president and ceo told analysts during a conference call last week. “We didn’t have enough consistent excitement in our merchandise content and our sense is our marketing message did not cut through, especially in a highly promotional fourth quarter.”

The retailer saw a 7.9 percent drop in fourth-quarter profits.

Among the plans are bringing new partners into the Kohl’s store environment and improving its pricing messaging. The retailer will also focus on its web sales, while cutting back on store openings and remodelings.

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