At a time when many retailers in the US are struggling, Kohl’s-home of discount clothing and home accessories- is moving in the opposite direction and benefitting from consumers trading down. This week, the Wisconsin-based Kohl’s Corp. will formally open 30 stores throughout California. Most of the stores will be housed in stores vacated by the bankrupt Mervyn’s chain.
CEO Kevin Mansell points out;
“We’ve made a real commitment to basics. Home is a really basic category, and that is a category we are supporting with inventory, and I think we are getting our rewards from that. ”
Kohl’s has pitched itself to draw in consumers looking for kitchen appliances and cookware as they do more entertaining at home and less restaurant dining. (LA Times, 26 September 09)