Kohl’s has launched its first private label, specialty athleisure brand, dubbed FLX. The new modern and sustainably-focused brand, which caters to both women and men, is now available at more than 300 Kohl’s stores and online at Kohls.com. The brand offers size-inclusive active and casual wear made with high-quality performance fabrics and functional detail.
“As consumers continue to gravitate toward active and casual offerings, we saw an opportunity to introduce a private label athleisure brand to offer fashion-forward, high-quality products at a great value to our 65 million customers nationwide,” said Doug Howe, Kohl’s chief merchandising officer.
“Our teams were focused on building a brand driven by style, performance and comfort, and sustainability, and we are excited to debut FLX, which marries these components seamlessly for our customers. 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.”
The launch of the FLX label comes at a time when consumers continue to exhibit an appetite for athleisure wear.
The retailer is looking to continue its growth into the category going from 20 percent to at least 30 percent of its core business. FLX joins the company’s existing private and national brand portfolio, which includes active and outdoor brands including Nike, Under Armour, adidas, Champion, Columbia, and Eddie Bauer, Lands’ End and Levi’s.