Kohl’s Q4 Visits Drop 5% as FLX Golf and Sea + Sky Lines Launch
Kohl's total customer visits fell 5% in Q4 2025 following a shift to discount chains. In February, the retailer expanded private labels with FLX Golf and Sea + Sky to tap millennial and Gen Z buyers, 76% and 73% of whom favor store brands.
1. Decline in Foot Traffic
During Q4 2025, Kohl's saw a 5% drop in total customer visits compared to the same period last year as shoppers increasingly favored lower-priced formats.
2. Competitive Pressure from Discount Retailers
In 2025, off-price retailers captured 62.9% of shopper visits versus 37.1% for department stores, reversing the 2019 ratio and highlighting chains like Ross, TJ Maxx and Burlington gaining market share.
3. Private Label Expansion Strategy
In February 2026, Kohl's launched two private label lines—FLX Golf for premium mens activewear and Sea + Sky targeting teen and tween girls—and rolled out the 'By Kohl’s' campaign to spotlight exclusive collections.
4. Consumer Brand Perception Trends
Data show 76% of millennials and 73% of Gen Z now view private labels as equal or superior to national brands, underpinning Kohl's push into in-house apparel offerings.