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Department store Kohl’s is following up its 2020 collaboration with Lands’ End by entering a new partnership with clothing retailer Eddie Bauer. Meanwhile, 101-year-old Eddie Bauer gets a partner with a bigger store footprint and omnichannel capabilities.
Kohl’s will bring Eddie Bauer’s line of outdoor apparel, fleece and flannel to as many as 500 of its 1,100 stores in the fall. A size-inclusive selection of Eddie Bauer products will also be available on Kohls.com.
‘This category that’s really driving growth for them’
Kohl’s wants to increase activewear from 20% to at least 30% of its business.