Kohl's 2003 Annual Report Download - page 6

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Kohl’s mission is to be the leading family-focused, value-
oriented, specialty department store offering national brand
merchandise to the customer in an environment that is clean,
friendly and convenient. Execution of this strategy is what
keeps Kohl’s customers coming to our stores again and again.
Brands
The introduction of new brands and the extension of existing
brands are instrumental to Kohl’s continued success. Our
customer is constantly looking for excitement and newness
in products . In 2003, we launched the new Havana Jack’s Café
assortment of tropical-themed apparel for our female customer
and further expanded the Nine & Company line with special
sizes for women. We enhanced our men’s selection with several
new brands including Axcess, Havana Jack’s Café and A(x)ist
and expanded Jantzen into men’s swimwear and golf apparel.
In juniors, we expanded our assortment to include Doll House
and Soffe. At the same time, we introduced P. M iller, Dickies,
Gotcha, U.S. Polo and FUBU into young men’s and boys.
We also expanded many of our successful clothing brands
into other departments such as jewelry, accessories and home.
New in 2004
An exciting launch in 2004 will be our exclusive line of beauty
products developed by The Estée Lauder Companies Inc.
We are proud to partner with the beauty industry leader,
whose world-class brands are among the most respected
in the cosmetics industry, in introducing name brand color
and skin care products to Kohl’s.
Early in 2004, we introduced Laura Ashley and Gloria
Vanderbilt for the home, with initial offerings including
decorative bedding and solid color sheets, bath towels and
bath rugs. In the fall, we will further expand both brands.
For misses, we launched an exclusive fashion line by Daisy
Fuentes in selected stores.
Later in 2004, we will become the exclusive retailer for
the everGirl brand, a new line of clothing for young girls
from Nickelodeon.
We are continually evaluating our private brand program to
meet changing customer needs. As a result, we repositioned
our Sonoma and Croft & Barrow brands and will introduce
additional new private brands in 2004.
Brands, Value and Convenience
Popular national brands like Carter’s
project quality and value and have
wide appeal with our customers.