Why Kohl’s and Eddie Bauer Are Shacking Up

The department store is succeeding where others have failed

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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.



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