Kohl’s taps into wellness trend with new products and services
today Jan 29, 2019
Department store chain Kohl’s announced on Tuesday that it is taking its first steps into the wellness category through a partnership with WW, the company formerly known as Weight Watchers, and will be offering new products, services and spaces in its stores.
With the expansion, Kohl’s, which already sells a large selection of athleticwear, exercise accessories and sports footwear, will add a new range of wellness products to its offering including fitness wearables, aromatherapy products and sleep-tracking devices, as well as WW Healthy Kitchen products, which will be available in select stores and online from June 2019
The partnership, which will pilot throughout 2019, will also see the introduction of a debut 1,800-square-foot WW Studio in a Kohl’s location in Chicago. The space aims to be a community hub and will host wellness workshops, while also serving as a specially curated WW space, thereby simultaneously tapping into the current trends of wellness and community-centric retail.
“By collaborating with Kohl’s, we will give people new experiences and ways to engage with WW as we build our wellness ecosystem, while getting access to unique products and tools to help them on their journey,” explained WW President and CEO Mindy Grossman in a release.
The expansion of the Kohl’s offering comes as wellness continues to consolidate its status as an increasingly dominant trend in the lifestyle, fashion and beauty categories, a fact demonstrated by the growing fitness wearables market, the ongoing athleisure trend and the popularity of sites like Goop.
This is not the first time Kohl’s and WW have teamed up, as the Wisconsin-based department store chain has been offering subsidized WW memberships to its associates since 2012. This initiative is now set to be expanded with the addition of a free three-month WW digital membership to the Kohl’s Healthy Rewards program.
Kohl’s currently operates over 1,100 stores in 49 US states.
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