US-based department store chain Kohl’s has launched Discover @ Kohl’s, a store experience that curates new and seasonally relevant brands for the back-to-school season.

The store concept will have a dedicated back-to-school area that offers new brands, products and school supplies from banners such as Ivory Ella, Yoobi and Teleties.

Launched ahead of the back-to-school season, Discover @ Kohl’s will be rolled out to 600 stores and online at

The programme will feature seasonal areas offering a range of emerging, established and diverse-owned brands that are new to Kohl’s.

The retailer will also introduce more than 30 diverse, female-owned brands this year.

From this month until October, Discover @ Kohl’s areas will include Back to School, Get Outside, Fall Family Fun and a collection of female-founded activewear, For Women By Women.

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Kohl’s said that the new store areas will be located throughout the store and maintain a consistent presence by Kohl’s Amazon Returns.

The retailer currently operates more than 1,100 stores in 49 US states.

Kohl’s interim chief marketing officer Christie Raymond said: “The back-to-school period is always an exciting time for our customers and our company.

“This year, we know that value is more important than ever, and Kohl’s is prepared to be the go-to back-to-school destination with our unique mix of national and private brands that offer style-forward options at every price, as well as our industry-leading value differentiators like Kohl’s Cash and Kohl’s Rewards.

“We’re also especially excited to offer our customers an enhanced shopping experience full of new brand discovery that will leave our customers feeling inspired and like they found something truly unique at Kohl’s.”

Earlier this month, Kohl’s Board of Directors decided to end sale talks with US-based holding company Franchise Group.

The move came after Franchise provided a revised written proposal to acquire the department store chain for $53 a share.