Eddie Bauer apparel is coming to Kohl’s
Kohl’s Corp. will start selling Eddie Bauer outerwear this fall in stores and online as part of its push to increase its sales of activewear, the company announced Monday.
The new partnership will launch in as many as 500 stores, Kohl’s said in a news release.
“Eddie Bauer’s rich heritage of designing authentic, functional apparel that inspires everyone to get outdoors combined with their passion for delivering differentiated, innovative products that meet the needs of today’s consumer has made the brand a leader in the outdoor industry,” Doug Howe, Kohl’s chief merchandising officer, said in a news release. “The addition of the Eddie Bauer brand into our portfolio acutely aligns with our ambition to grow our active and outdoor business, and attract new and younger customers to Kohl’s.”
The Menomonee Falls-based retail chain will sell some Eddie Bauer staples such as down jackets and parkas, fleece, flannel and sleepwear. Eddie Bauer, a more than 100-year-old brand, has more than 275 stores in North America. Kohl’s has more than 1,100 stores in 49 states.
“Through quality apparel and gear that is built to last, and together with Kohl’s, we will expand our reach, increase accessibility and bring the benefits of the outdoors to more communities,” said Damien Huang, president of Eddie Bauer. “Kohl’s is a trusted resource for active, casual and wellness products for the family and a known destination for quality brands at an incredible value.”
The new partnership is part of Kohl’s goal to grow its active sales from 20% to at least 30% of its business. During the pandemic, activewear sales have picked up as people spend more time at home.
Kohl’s announced last week that its sales in the fourth quarter were down 11% from last year, according to preliminary results. It was the company’s best quarter comparatively since the pandemic began.
The partnership with Eddie Bauer is one of a few new collaborations for Kohl’s announced in the last year. Kohl’s started selling Lands’ End in fall 2020. Cole Haan footwear is coming to the retailer this spring. The Sephora beauty experience will launch at around 200 Kohl’s stores in fall 2021.