Kohl's 2000 Annual Report Download - page 8
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coast to coast
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Expansion Plans
Over the next three years, Kohl’s expansion plans will move
the company from a regional retailer to a national chain, with
stores from coast to coast.
We carefully research new markets to be certain we can be
successful in both merchandising and operations. When we
enter a new market, new store openings are preceded by an
aggressive marketing program that positions Kohl’s as a brand,
drives sales through highly promotional events, and supports
these activities with extensive television, radio and print
advertising. These highly effective targeted marketing activities
have proven to be instrumental in quickly achieving the
performance objectives of new stores.
Growth in South Central States
In fall 2001, Kohl’s will enter the new markets of El Paso and
Austin, Texas, and Oklahoma City, Oklahoma. We will enter
Houston with a major presence in 2002. In addition to expand-
ing into new regions, we will continue to fill in existing markets
including the Midwest and Mid-Atlantic regions.
Moving Westward
Looking ahead, we plan to begin a major expansion into the
Southwest, beginning with our entry into the Los Angeles
market in 2003. We plan to build on this base with additional
entries in Southern California, Arizona and Nevada in 2003
and 2004. Plans are also underway for a sixth distribution
center to support this growth. Our coast-to-coast presence will
put Kohl’s on the map as a major national retailer.
5 Kohl’s Corporation