Kohl's partners with Under Armour

Mike Mozart / CC BY 2.0

Kohl's (NYSE:KSS) will soon sell Under Armour (NYSE:UA) products in all its stores, extending the department store's reach into the health and wellness categories.

For Under Armour, the deal better positions the brand with mid-market female shoppers and in regions where it currently is underrepresented, including in California.

"Kohl's is a great evolution for us," Under Armour CEO Kevin Plank said during a conference call, according to Fortune. "The female consumer is there, she's shopping and she's buying. We think there is a big opportunity."

Under Armour apparel, accessories and footwear will be sold at all of Kohl's 1,160 stores beginning in March.

"This is a memorable and significant moment for Kohl's as we bring this incredible brand to our customers nationwide," said Michelle Gass, Kohl's chief merchandising and customer officer, in a statement. "We greatly admire what Under Armour has accomplished in creating a powerful and successful brand that has really changed the Active industry. This brand launch builds on other notable investments we've already made in our Active business. We believe Kohl's is uniquely positioned to celebrate the athletes and wellness enthusiasts in every family."

Like many retailers including Macy's and Target, Kohl's has been investing in the active and wellness categories, acquiring brands and expanding assortment as part of its "Greatness Agenda" for transformation.

For more:
- see this Kohl's press release
- see this Fortune story