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Kohl’s, Eddie Bauer to Launch Partnership in Fall 2021

Kohl’s and Eddie Bauer recently launched a partnership to bring the premium-quality outdoor apparel to Kohl’s customers nationwide.


As part of a recent partnership, Kohl’s will offer Eddie Bauer’s premium outdoor apparel and performance outerwear in-store and online to customers nationwide starting in Fall 2021.

“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,” Howe added.

The leading omnichannel retailer plans to offer a core assortment of year-round products and seasonal selections in as many as 500 stores. Customers will also be able to purchase an expanded assortment of Eddie Bauer down jackets, parkas, performance bottoms, fleeces, flannels, and sleepwear online.

“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.”

This newest partnership furthers Kohl’s strategic goal of increasing its active category from 20 to 30 percent of its business. In addition, Kohl’s will launch a new private label brand, FLX, specializing in athleisure. FLX is slated to hit stores in March.
The retailer announced plans to debut its specialty athleisure brand in October 2020. FLX will offer stylish and high-quality athleisure to both men and women. The clothing will include key features such as performance fabrics, functional details, and inclusive size offerings. The collection was developed using sustainable methods and materials.

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