Kohl’s Unveils New FLX Private-Label Brand

Kohl’s has unveiled its FLX private-label athleisure brand, which is available in over 300 brick-and-mortar locations and online. The retailer describes FLX as a brand for women and men that showcases “size-inclusive, stylish active and casual separates made with high-quality performance fabrics and functional details,” according to a Thursday (March 11) announcement.

The FLX collection includes core merchandise in addition to a rotation of “seasonally relevant” products. It is rooted in the core tenants of sustainability, performance, comfort and style, according to the announcement.

Kohl’s says the rollout of FLX is the newest step in its new strategic plan to “become the most trusted retailer of choice for the active and casual lifestyle” and its ongoing initiative to expand its active category to a minimum of 30 percent of its business from 20 percent of its business, according to the announcement.

The new private-label brand complements its current roster of private and national brands, which includes active and outdoor brands like Under Armour and Nike, according to Kohl’s.

Kohl’s Chief Merchandising Officer Doug Howe said in the announcement that “the addition of FLX demonstrates our continued commitment to growing our active business and evolving our brand portfolio to meet the needs of today’s consumer.”

In separate private label news, Target is launching a supermarket brand geared toward snacking and indulging called Favorite Day. The label will cover in excess of 700 items like non-alcoholic cocktails, cake decorating items, bakery items, beverage mixers and high-end ice creams. It will reach physical stores and the merchant’s online shopping site next month.

Target Chief Food and Beverage Officer Rick Gomez said per a published report that the merchant has been building out Favorite Day for more than 12 months. But he said that it has garnered more relevance as people consume more meals in their homes and seek small ways to get away from a high-pressure and tedious time.