Kohl’s has added Roxy and Quiksilver kids to its stores in a move largely anticipated following the brands’ transition to new ownership and subsequent licensing deals.
Roxy and Quiksilver join other action sports industry brands also sold at Kohl’s, including Oakley, Vans, Hurley and Converse.
David Brooks, Authentic Brands Group EVP of action and outdoor sports lifestyle, told SES in January that a brand’s move into Kohl’s, or any retailer, is in response to consumer demand. Authentic is the owner of Roxy and Quiksilver, which were bought as part of its acquisition of the Boardriders group in September. Centric Brands is the new licensee for Quiksilver and Roxy kids.
“In simple terms, we want to fish where the fish are swimming,” Brooks said of selling in Kohl’s. “It is our job to curate assortments and ensure that the brands are innovative, trendsetting, and part of the lifestyle that we represent. Where these brands are purchased is something the end consumer will decide.”
Brooks went on to say that Roxy and Quiksilver will also remain committed to the specialty channel.
Kohl’s Aims for Relevance
In 2022, Kohl’s said it was looking to move away from the label of department store retailer to focus on being a “lifestyle concept,” making moves such as bringing Sephora into its stores and smaller format doors. The decision came amid increased competition and challenges in the department store segment.
Now, Kohl’s aims to make its store assortments relevant to consumers with more national brands, faster speed to market with its in-house labels, and being more nimble with buying in response to current trends.
Those efforts this year include building out shop-in-shops focused on the dress category, more juniors and kids brands, and trendier men’s options.
In the company’s recent fiscal year, ended Feb. 3, the retailer trimmed inventory by about 10% and saw the Sephora at Kohl’s concept drive “meaningful beauty sales growth,” CEO Tom Kingsbury said during a call with analysts Tuesday.
“The early success of our strategies is evident,” Kingsbury said. “Our store business had its best comparable sales performance since 2010.”
Kohl’s generated net sales of $16.6 billion during its recently ended fiscal year, which was down 3.4% from the prior year. Comparable sales for the year declined 4.7%.
Net income totaled $317 million, up from a net loss of $19 million in the previous year.
