Benzinga  Oct 1  Comment 
Fossil Group Inc (NASDAQ: FOSL) shares touched a new 52-week low of $54.87. Fossil Group shares have dropped 41.29 percent over the past 52 weeks, while the S&P 500 index has declined 1.34 percent in the same period. Kohl's Corporation (NYSE:...
Benzinga  Oct 1  Comment 
Kohl's Corporation (NYSE: KSS) shares are down 24 percent year-to-date, and are trading significantly below their 52-week high of $79.60. Morgan Stanley’s Kimberly C Greenberger maintained an Underweight rating on the company, while...
Market Intelligence Center  Sep 23  Comment 
The patented option-trade picking algorithms that power MarketIntelligenceCenter.com's Artifical Intelligence Center found a trading opportunity with Kohl's Corp (KSS) that should provide a 3.71% return in just 58 days. Sell one Nov. '15 call at...
Forbes  Sep 21  Comment 
With a renewed focus on the core customer, I believe J.C.Penney can regain market share in the coming year from weak competition like Sears, Kmart, and Kohl’s. Shifting marketing dollars to a series of specialized catalogs, and developing...
MarketWatch  Sep 16  Comment 
Kohl's Corp. said it will hire more than 69,000 seasonal workers for the holiday shopping season, up from the more than 67,000 seasonal workers hired a year ago. The discount department store chain expects to hire an average of 50 people for each...
Motley Fool  Sep 15  Comment 
Both retailers have record dividend yields thanks to slumping stock prices, but one is better than the other.
Forbes  Sep 10  Comment 
Lauren Conrad can officially check ‘New York Fashion Week debut’ off her to-do list. The LC Lauren Conrad Runway Collection for Kohl’s debuted Wednesday, September 9th, in a coveted 7PM time slot to kick off one of New York’s most...
Market Intelligence Center  Sep 9  Comment 
MarketIntelligenceCenter.com's patented algorithms have selected a trade on Kohl's Corp (KSS) that returns 14.50% in 128 days for an annualized return rate of 41%. This diagonal spread pairs a short position in the Jan. '16 $50.00 call, with a...


Kohl’s (NYSE: KSS) is a U.S. department store chain that sells a mix of items including men's and women's apparel, home decor, and accessories. The department store appeals to middle-class consumers by selling discounted branded and private label clothing and home goods. Kohl's is in the same category of national department store competitors such as J.C. Penney (JCP) and Macy's Inc. (M).

Kohl's is vulnerable to a weak U.S. economy and declining consumer spending because the company has no stores outside of the US and does not have an international presence to serve as a buffer to fluctuations in the US economy. However, Kohl's discounted pricing allows it to ride out tough economic times better than its competitors.

Company Overview

Business Financials

Kohl’s operates specialty department stores and an e-commerce site in the United States that sell moderately-priced branded and private label merchandise.

Business Segments

Kohl's reports its sales in six different business segments:

  • Women's (32% o
  • Home (18% of net sales)
  • Children's (13% of net sales)
  • Accessories (10% of net sales)
  • Footwear (8% of net sales)

Kohl's stores and e-commerce site carries a variety of clothing, accessories and home goods. The company's merchandise offerings include products from branded manufacturers, such as Nike, in addition to exclusive and [[private labr Vera Wang and the Chaps brand that Kohl's offers exclusively from Polo Ralph Lauren (RL).

Business Growth

FY2010 (ended January 30, 2011)[1]

  • Net sales increased 7.1% to $18.4 billion.
  • Net income increased 12.4% to $1.1 billion.

Trends and Forces

Growing Kohl's Exclusive and Private Brands

Exclusive and private label merchandise account for almost half of Kohl's sales, a figure Kohl's has worked to increase by adding new exclusive brands like Helix, Mudd, Dana Buchman, and Hang Ten.

Department stores are increasingly seeking to distinguish themselves and earn higher profit margins by offering exclusive brands and private label brands. Exclusive brands are brands marketed under the wholesaler's name that are sold only in a particular chain; one exclusive brand at Kohl's is the Chaps line by Polo Ralph Lauren (RL). Private label brands are produced by wholesalers, but sold under the brand name of the retailer. Exclusive brands such as Simply Vera by fashion designer Vera Wang, can help draw customers into Kohl's stores, as the products can only be found at Kohl's. Kohl's own private label products are typically priced lower than branded merchandise, but have a higher profit margin for Kohl's as the retailer is able to receive the good at a lower cost by avoiding branded manufacturers.

Higher Raw Materials Costs May Force An Increase In Clothing Prices

In a recovering economy, the last thing that consumers want is higher prices, especially on necessities like clothing. Many in the fashion industry are expecting price increases of as much as $2 for a t-shirt. As consumers ease back into discretionary spending, higher clothing prices delay the recovery as they discourage spending. Companies like Kohl's rely on consumers spending money on clothes, and if higher prices discourage consumer spending, the company's bottom line will suffer due to these significant factors. blab


Kohl’s is one of the smallest national department store retailers. It competes primarily against other department stores, but also is facing increasing competition from discounters and mass merchandisers like Target (TGT) and Wal-Mart (WMT) as these companies grow their clothing and home goods categories.

Kohl's primary competitors are moderate-priced department stores, J.C. Penney (JCP), Macy's Inc. (M) and Sears Holdings (SHLD). Kohl's main points of differentiation from these other companies is Kohl's usage of the off-mall store model and low prices. These factors have played key roles in Kohl's ability to cope with recessionary environment while its competitors have lost more sales than Kohl's as shoppers trade down and visit malls less frequently.


  1. KSS 2010 10-K pg. 13
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