American fashion retailer Kohl’s has announced its plans to join hands with Eddie Bauer – The US-based clothing brand.

The collaboration is a part of retailer’s strategy of growing its activewear segment from 20 per cent to around 30 per cent of its sales.

While confirming the same in a press release, the retailer also said that the focus will be on growing the outdoor segment.

The retailer, reportedly, said that it will be selling a mix of outdoor brand’s seasonal gear and year-round products for women, men and children. These products will be sold not only on e-commerce platform, but also on as many as 500 stores.

Many analysts believe outdoor activities to continue even though pandemic-induced lockdowns and restrictions do not merit them.

Corroborating further, Matt Powell, NPD Group VP and Senior Industry Advisor, said “The overarching theme driving sales within the outdoor and sporting goods markets continues to revolve around staying fit and active while socially distant.”

Partnerships with other brands seem to be Kohl’s new strategy! Before teaming up with Eddie Bauer, Kohl’s had partnered Cole Haan and announced a new private label activewear brand.

Known mainly for its apparels, footwear and bedding, Kohl’s generated US $ 20.229 billion in 2018.