Kohl’s Does a “Big Kids” Take-Down of Common FLX Lively Way of life Non-public Label Model

Kohl’s has made no secret of sharing its technique to develop its non-public label enterprise to show across the fortunes of the mid-tier division retailer after a number of robust years.

The retailer is launching a brand new non-public label assortment for teenagers. This marks the subsequent chapter within the evolution of the Kohl’s FLX energetic life-style, or athleisure, enterprise.

Next yr, Kohl’s reported that extra shops will carry the FLX label for teenagers and pre-teens. Kohl’s additionally acknowledged that it’s more likely to additional develop its non-public label portfolio quickly.

FLX first debuted at Kohl’s in 2021 and is claimed to be a “standout” within the retailer’s proprietary model choices.

“We are excited to expand our successful FLX brand into the kid’s category this fall, addressing a white space in our active and athleisure offerings for younger generations,” stated Kohl’s Chief Merchant Nick Jones in a media launch. “This assortment underscores our continued work to elevate proprietary brands that deliver trusted quality, relevant style, and incredible value for Kohl’s customers.”

The new FLX assortment is anticipated to function “a natural transition between children’s styles and adult shapes” for Kohl’s, “offering older kids an opportunity to express their evolving personal style.”

“We’re very aware of how style evolves rapidly, especially for kids entering their tween years,” supplied Emmy Jean Woodhall, artistic design director, Kohl’s. “That age group is forming identity and gravitating toward looks that feel more grown-up, but still playful. We’ve designed FLX apparel for kids to reflect that shift — adjusting silhouettes, proportions and colorways to deliver something that feels modern and expressive, without being too mature. It’s a fine balance, and one that this assortment nails.”

FLX attire for teenagers is offered at Kohls.com and in 300 of its retail shops, with plans to develop to extra shops in 2026.

Images courtesy Kohl’s Inc.