28 October 2022
The Weekly
United States

The 35,000 sq ft (3.100m2) setting in Tacoma - much smaller than the typical 80,000 sq ft (7.200m2) Kohl’s box - has set a soft opening but officially opens Nov. 4. Potentially, Tacoma could be the prototype for future stores, and elements of it could be applied to existing stores. The floors are polished concrete and there is an ability to move fixtures and racks around. The fixtures in Tacoma have an overall more modern look, and the displays and shelving are also updated, with branding now at eye level. Sephora will be eventually in all 1,100 Kohl’s stores (currently in roughly 600 Kohl’s locations). Aside from the reduced square feet footage, most striking is the greater use of mannequins and more sophisticated display of active, casual and outerwear private label and national brands, such as with the ‘hallway’ format, to tell style and trend stories, and show outfits to encourage multiple purchasing, much more overtly than Kohl’s has typically done. Brands featured include Columbia, Eddie Bauer, Nike, Under Armour, Adidas, all for the family, and even merchandising things adjacent like sleeping bags. The checkout is no longer in front, but off to the side, making the merchandise the first impression when entering the store. Kohl’s is testing self-checkout in the concept, along with having associates handle the checkout. In other innovations, the home area has a product showroom experience. Product vignettes are seen throughout the floor and customers can shop the entire vignettes right from their phone via QR code. The Tacoma concept store also has ‘Discover at Kohl’s,’ a shop with dozens of emerging, established, and diverse-owned brands new to the retailer, and already in 600 locations and on kohls.com. In addition to the new concept store in Tacoma, Washington, Kohl’s is opening three small-format stores this fall in San Angelo, Texas; Morgantown West Virginia, and Lenox, Massachusetts.