Kohl’s Taps Facebook to ‘Curate’ New and Emerging Brands


Kohl’s is not the most digital pioneering brand and not a lot of consumers associate the brand with tech and digital innovations. The 57-year-old retailer has been trying to change that perspective in recent years. They have made digital and tech innovation a major priority in recent years. Kohl’s has pileated programs with Amazon and introduced new features like self-checkout and locker pickups all in the bid to drive tech innovation. Now, the retailer is partnering with Facebook as they try to drive tech innovations. Facebook will be working with the retailer on a project called Curated by Kohl’s.

Kohl’s Taps Facebook to 'Curate' New and Emerging Brands

About Curated by Kohl’s

Curated by Kohl’s is an offering which will highlight products from new and emerging brands as discovered by Facebook. Facebook is helping the retailer find new brands it hopes will attract shoppers to its store and website. The retailer is using the phrase “powered by Facebook” to describe the new offering, Curated by Kohl’s. It will debut in mid-October at more than 50 Kohl’s stores and Kohls.com. As part of the partnership, Facebook’s signage will appear with display marketing.

From 2020, Facebook will help identify brands that advertise on its platform that may be a good fit for the retailer’s new offering. Any brand that’s interested would have to go through an application process. From the existing roster of brands that are part of the initial rollout, the retailer is interested in digital players. Digital players who have disrupted their categories by selling directly to consumers. Some of such digital players include lingerie company Adore Me and greeting card maker Lovepop.  The retailer will also sell United by Blue, a sustainable apparel brand, and Kid Made Modern, a craft brand that already sells at retailers like J. Crew.

Kohl’s Speaks on Its New Offering with Facebook

Doug Howe, chief merchandising officer at Kohl’s spoke about their new offering with Facebook. He stated that the offering provides an opportunity for them to showcase innovation. It also gives them the opportunity to connect with digital retailers and team up differently with best-in-class digital platforms like Facebook.

This won’t be Facebook’s first time dabbling in the Fashion industry. They worked with Macy’s last year for a three-month holiday-season pop-up shop called The Market @ Macy’s. That collaboration brought Instagram-heavy brands like kitchen company Inspiralized to nine Macy’s stores.


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