Kohl's Boosts Private Brands, Keeps Prices Low

0:00I'm Corey, and this is your Pulse of the City, Durham News Today. Cole's shoppers could see some big changes in store soon. During the company's fourth quarter, 2026 earnings call on March 10, CEO Michael Bender announced a major push into proprietary brands. The retailer plans the boost inventory, marketing, and displays for its own labels to sharpen its value proposition and stand out from competitors. Department stores like Cole's have faced tough times lately, with foot traffic down 5% year over year in the fourth quarter. A recent report highlighted struggles for mid-market chains without a clear identity. Cole's is responding by prioritizing private labels over a broad mix of national brands, though it's not dropping partners like Levi's entirely. Earlier this month, Cole's kicked off its Buy Cole's campaign to spotlight these brands in stores and online. Shoppers will find better signage, prime shelf space, and dedicated web pages for labels like Elsie Lauren Conrad, Sonoma, and Tech Gear.

1:02This aims to make it easier to discover items designed just for everyday needs. The good news for budget shoppers is no price hikes ahead, executive stress, keeping costs low for low and middle income customers, with many basics and gifts at $10 or less. They're also tweaking the rewards program for better deals on discretionary spending. Meanwhile, key partnerships stay strong, especially the four shops inside stores, which have driven growth. Cole's plans to add fresh beauty brands like Tarte and Charlotte Tilbury by year's end alongside recent rollouts of Mac and others to keep things. Exciting. The Daily News Now is grateful to our sponsor for today's episode. A pillow that plays your sound quietly, comfortably, effortlessly. Built for nighttime listening, S-O-L-I-SOL-I-PILLO.com.