Kohl’s Challenges Lululemon

    • Activewear accounts for 20% of sales at Kohl’s.
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With no real end in sight for many work-from-home situations, Kohl’s is releasing a private-label athleisure line. Launching in March 2021, FLX will go head-to-head with brands the store sells — like Under Armour and Adidas — as well as outside competitor Lululemon.

Apparel companies have seen great success with athleisure since COVID-19 has kept office workers largely at home, even if overall sales have stumbled. Globally, activewear has been one of fastest growing categories since March — it’s expected to reach $547 billion by 2024.

Kohl’s reported a 23% year-over-year decline in second quarter revenue — but activewear accounts for 20% of sales, and CEO Michelle Gass believes it can reach 30%.

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