Kohl's expands off-price concept to Milwaukee

Kohl's (NYSE:KSS) has opened two new Off-Aisle locations in the Milwaukee area. The department store chain opened the first of its discount concept stores in New Jersey back in June.

Different than the chain's branded stores, Off-Aisle has fixed "spot" pricing, with no markdowns or coupons accepted. The floors are polished concrete and the lighting fixtures sleek—nothing fancy and compelling but the prices, reported the Milwaukee Journal Sentinel.

Off-Aisle is Kohl's latest concept to target women. There are fewer pieces of clothing, so shopping is a bit of a hunt, and the store does not accept returns. The merchandise will change with the seasons and will largely consist of traditional store items that were returned by online customers.

Kohl's is not the only retailer jumping into the off-price arena. For example, Macy's (NYSE:M) recently launched its Backstage concept and has now expanded to 16 locations.

Off-Aisle is part of a larger strategy for new store sizes and formats. Kohl's plans to open between five and 10 new smaller format stores. It also plans to open 10 to 15 new Fila stores in outlet malls.

Kohl's recently introduced big changes to its Sonoma store brand with a multimillion dollar relaunch that was 18 months in the making. The relaunch is part of a larger plan, the "Greatness Agenda," that has already produced a new loyalty program complete with mobile wallet, small store formats, brand partnerships and enhanced beauty departments.

For more:
-See this Journal Sentinel article

Related stories:
Kohl's overhauls Sonoma store brand
Kohl's is closing stores
Kohl's cuts 3 executive positions
Kohl's opens New York showroom
Kohl's could go private

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