Kohl's Big Day

Kohl's Corp. (Menomonee Falls, Wis.) is holding its largest fall grand opening day in the company's history today with 65 new stores opening across the country. Three more will open next month.

In the midst of a five-year strategic growth plan that includes store expansion, differentiation in marketing and merchandising initiatives, the 68 new locations are part of a drive toward the company's goal of operating more than 1200 stores by the end of 2010.

Of the 68 new Kohl's stores opening this fall, the majority reflect a new store design aimed squarely at broadening customer appeal and reach through an enhanced shopping experience. Among the new store design elements are: glass storefront entrances with showcase windows; zero-grade curbs for easy entrance to and from the store; directional signing throughout the store; higher ceilings creating a more open, spacious environment; redesigned customer check out focused on efficiency and customer interaction; updated fitting rooms, lounge areas and restrooms; and a new graphics package and focal walls.

According to a report in The New York Times, Kohl's once-popular no-frills store concepts were also proving to be uninspiring places to shop. So company executives visited stores around the country, from the boutiques on Fifth Avenue in Manhattan to the chain stores at a Dallas mall.

The result is a reinvented Kohl's store, more contemporary than any the chain has operated. Kohl's executives hope the new stores will broaden the chain's appeal beyond its traditional customer who favors classic clothing, and help it gain the business of people confused by the mergers of the Federated and May Department Stores, and Sears and Kmart.

“The new store design integrates comfort and convenience for today's customer shopping experience,” said president Kevin Mansell. “This is another way we continue to differentiate the Kohl's brand, and is an important step toward our strategy of growing market share.”

Metro areas with the new prototype stores include: Tampa; Boston; Dayton, Ohio; Minneapolis; Las Vegas; Los Angeles and others throughout the country.

“Tomorrow's nationwide grand opening of 65 new stores, the largest one-day opening in our history, continues to demonstrate the success of our growth strategy,” said chairman and ceo Larry Montgomery. “We are well-positioned to continue to execute our five-year strategic growth plan. We have a strong, growing base of stores across the country, and there are many more markets where we can expand.”