As the demand for outdoor performance outerwear and apparel continues to rise, Kohl’s is looking to amplify its offering through a partnership with Eddie Bauer, the retailer announced on Monday.
“We are excited to partner with Eddie Bauer, a brand synonymous with outfitting families for any activity or adventure, to bring their assortment of award-winning, high-quality activewear and outerwear to millions of Kohl’s customers,” said Doug Howe, Kohl’s chief merchandising officer.
“Eddie Bauer’s rich heritage of designing authentic, functional apparel that inspires everyone to get outdoors combined with their passion for delivering differentiated, innovative products that meet the needs of today’s consumer has made the brand a leader in the outdoor industry. The addition of the Eddie Bauer brand into our portfolio acutely aligns with our ambition to grow our active and outdoor business, and attract new and younger customers to Kohl’s.”
The retailer plans to offer a wide variety of pieces across all categories, including women’s, men’s and kids, which can be shopped in as many as 500 stores. Its eCommerce site will offer an expanded assortment of Eddie Bauer favorites, including down jackets and parkas, performance bottoms, fleece, flannel and sleepwear.
“For more than 100 years, Eddie Bauer has been inspiring and empowering people to live their adventure, whatever that may be. Through quality apparel and gear that is built to last, and together with Kohl’s, we will expand our reach, increase accessibility and bring the benefits of the outdoors to more communities,” said Damien Huang, President of Eddie Bauer.
“Kohl’s is a trusted resource for active, casual and wellness products for the family and a known destination for quality brands at an incredible value.”
According to the retailer, the new partnership with Eddie Bauer will further help it meet its goal to increase its activewear business from 20 percent to roughly 30 percent. The move to partner with the outdoor brand comes as customer insights reveal that Kohl’s shoppers continue to look to the retailer for active and outdoor necessities.
Eddie Bauer joins Kohl’s portfolio of activewear brands, which include Nike, Under Armour, Adidas, Champion, and Columbia, Lands’ End, TOMS and Cole Haan.
The new Eddie Bauer collection is set to launch in select Kohl’s stores and on Kohls.com in Fall 2021.