Kohl’s talks housewares

Milwaukee – Kohl’s execs offered a few tidbits about the housewares mix when it discussed its new emphasis on national brands earlier this week.

Keurig is the No. 1 brand in Kohl’s home assortment, according to Jeff Manby, evp/gmm. “We have a 14% share, the second biggest in the industry,” he said during the company’s analyst meeting here on Oct. 29.

The retailer will add to the Keurig line-up with the launch of its cold drink dispenser, he noted.

National brands, now 50% of Kohl’s portfolio, will become a bigger focus as a part of its three-year plan to become more relevant to consumers. Seventy percent of first-time customers visit the store to shop for a national brand – and the home department is their most frequent destination.

Brands that are currently key in its housewares, aside from Keurig, include KitchenAid, Cuisnart, Dyson, Hoover and Shark. As part of the expansion effort, he Manby noted, Kohl’s added Nespresso to its lineup this year.

Juicers and blenders will be part of Kohl’s plan to become a leading retailer in the health and wellness category. “Our juicer business has tripled since 2012,” he said. The strategy also includes wearable technology, yoga togs, activewear and healthy snacks.