Kohl's tries new home in Atlanta
By Andrea Lillo -- Home Textiles Today, 3/12/2001
ATLANTA -When Kohl's took a bow last week in the peach state, opening 15 Atlanta-area stores, it also took the wraps off its renovated home section.
In the all-new Kohl's locations in the future, "home is one world, instead of two," Jack Moore, executive vp, gmm, home, told HTT.
In the past, he said, the home area had separate "visual points-of-view" for domestics, housewares and tabletop. Now, it "ties everything together."
The home department, which comprises about 20 percent of the store, also features a home decor statement in the middle of the home area, which pulls together decorative pillows, rugs, throws, candles, frames and lighting in a cross-merchandised statement-product that was previously kept separate.
Moore added that themes may determine the product for that area at times, and other products may influence the assortment. For example, chenille decorative pillows may influence the color of the candles.
Kohl's also looked at its fixturing, and found it could be simplified, he said. As a result, the department has fewer fixtures throughout, further unifying it.
Assortments and price points have not changed, Moore said, and the area is still the same size. "We don't wait for grand openings for new programs, products and such.We're constantly changing the assortment to reflect the customers' wants." Right now, national brands make up 80 percent of the assortment, and the company's Sonoma Genuine Home Goods label is 20 percent. "We're known for national brands, so we'll build on that."
Every spring, Kohl's expands into a new market, said Moore, and Atlanta was this year's pick. "It's a major market to expand to; it has a lot of new housing starts, the economy is good in the area. It's a win-win situation."
Clustering around Atlanta, the new locations in Georgia are in Stockbridge, Conyers, Austell, Holcomb Bridge, Snellville, Fayetteville, Acworth, Hiram, Newnan, John's Creek, Merchants Walk, Roswell, Cumming, Woodstock and Duluth. Fourteen of them were built from the ground up, while one was a former Upton's location.
