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Kohl ‘s is rebranding in an effort to keep up with the changing times

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Retail wars are nothing new but Kohl ‘s is battling to save its own life. In recent weeks, the beloved discount chain (we’re huge fans ourselves) has been the subject of intense Wall Street scrutiny to toughen up its books and reinvent itself amid stiff competition. Now Kohl ‘s is still one of the original OG ‘s in the discount chain world by a longshot, but, stores like Amazon and its e-commerce prowess have become a threat to its existence as many shoppers don’t often step into physical stores anymore.

“We’re evolving our position from a department store to a more focused lifestyle concept centered around the active and casual lifestyle,” Kohl’s CEO Michelle Gass said in a presentation to investors Monday.

Kohl ‘s has mostly rejected the pressure from Wall Street but maybe it should consider spinning itself into a mix of a physical store and an e-commerce one (with the ability to do same day pickup and things of that nature.)



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