Kohl’s has finally announced the launch of its private, specialty athleisurewear label FLX.
After having seen phenomenal growth in the segment post lockdowns, this move is in line with the retail chain’s strategy positioning itself as a destination for casual and activewear clothing.
The line will encompass apparels for both men and women in inclusive sizing with plus and taller sizes.
Scheduled for a debut in March 2021 both online and in select stores, each FLX collection will be created using performance fabrics, functional details and sustainable production practices.
The core apparel range will remain pretty much the same all year with some transitional designs such as fleece and jackets being refreshed seasonally.
FLX will be a valuable addition to the brand’s extensive portfolio of active and athleisurewear brand including Nike, adidas, Tek Gear, Champion and Under Armour.
Doug Howe, Kohl’s Chief Merchandising Officer, said in a press release, “As customers have been increasingly shopping for a more comfortable and casual lifestyle, Kohl’s identified a plan to more aggressively serve as the most trusted retailer of choice in these categories. With a focus on high-quality apparel, FLX fills a space in our current private brand portfolio and will be a great answer to these growing consumer trends.”