Kohl’s launches new private-label athleisure brand, FLX

Kohl’s has announced the upcoming launch of FLX, a new
private-label line of specialty athleisure. The new line is a
component of Kohl’s new strategy to position itself as a destination
in the activewear and casual apparel categories.

Set to debut in select stores and online in March 2021, FLX will
offer high-quality athleisure separates with assortments for both men
and women. Performance fabrics, functional details and sustainable
production practices will be used in the creation of each collection,
which will include a year-round selection of core apparel along with
transitional items, such as fleece and jackets, refreshed seasonally.
FLX will offer inclusive sizing with plus and tall sizers.

FLX adds to Kohl’s current portfolio of private and national
athleticwear brands, which includes Tek Gear, Adidas, Champion, Under
Armour, Nike and Columbia.

“Kohl’s is excited to introduce FLX to our brand portfolio as we
work to continue strengthening our position as a destination for
active and casual apparel,” Doug Howe, Kohl’s chief merchandising
officer, said in a press release. “As customers have been increasingly
shopping for a more comfortable and casual lifestyle, Kohl’s
identified a plan to more aggressively serve as the most trusted
retailer of choice in these categories. With an emphasis on
high-quality athleisure, FLX fills a white space in our current
private brand portfolio and will be a great answer to these growing
consumer trends.”

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