Kohl's Places a Big Bet on Beauty as Fashion Falters

By Sheridan Fifer

Kohl's has a plan to grow its market share in the beauty category as it seeks to reduce its reliance on faltering apparel store brands, and it was unfazed by the news that two rivals are partnering to open Ulta shops in Target stores. CEO Michelle Gass believes the beauty category is big enough – and in upheaval enough – to give Kohl's plenty of room to grow its own beauty business. Her goal is to triple the size of that business, and she thinks that Kohl's mostly standalone stores will give it an advantage over traditional mall anchor retailers such as Macy's and JCPenney. 

The renewed focus on beauty comes as the apparel-centric retailer has been hit hard by the pandemic that has seen many shoppers switch to Target as they consolidate shopping trips, and as many of Kohl’s store brands fall out of favor.

Read the full story at Fortune.