Kohl's is busily adding brand partnerships, and Tommy Hilfiger is the latest to come on board. Tommy Hilfiger will sell its men's sportswear in Kohl's stores. In the last several months, Cole Haan, Eddie Bauer, Lands' End, and Sephora have also partnered with the department store retailer. Though department stores as a whole are struggling for life, Kohl's is doing better than some, due in part to its large off-mall presence. Its partnership with Amazon to facilitate online order returns has also helped drive store traffic, though whether sales at Kohl's have received a concurrent lift is far from clear. The partnership with Tommy Hilfiger and other brands is an added boost for Kohl's, as well as a sign of more trouble to come for Macy's and other mall-bound department store retailers.
In fact, the Tommy-Kohl's announcement may only accelerate the declines at mall-bound department stores.