Clothing store chain Eddie Bauer is expanding the accessibility of its activewear and outerwear apparel through a partnership with omnichannel retailer Kohl’s.
Through this partnership, Kohl’s will sell Eddie Bauer performance apparel for the entire family in as many as 500 of its stores across the country starting this fall.
Furthermore, the retailer’s digital platform Kohls.com will provide an assortment of Eddie Bauer favourites including down jackets and parkas, performance bottoms, fleece, flannel, sleepwear and more. It will also offer assortments for outdoor adventures.
Kohl’s chief merchandising officer Doug Howe said: “We are excited to partner with Eddie Bauer, a brand synonymous with outfitting families for any activity or adventure, to bring their assortment of award-winning, high-quality activewear and outerwear to millions of Kohl’s customers.
“Eddie Bauer’s rich heritage of designing authentic, functional apparel that inspires everyone to get outdoors combined with their passion for delivering differentiated, innovative products that meet the needs of today’s consumer has made the brand a leader in the outdoor industry.
“The addition of the Eddie Bauer brand into our portfolio acutely aligns with our ambition to grow our active and outdoor business and attract new and younger customers.”
The partnership will enable the company to boost its Active category.
In March, Kohl’s plans to launch a new private label, speciality athleisure brand FLX.