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Corporate Information :
Corporate Headquarters
Kohl's Department Stores
N56 W17000 Ridgewood Drive
Menomonee Falls, Wisconsin, USA WI 53051
Phone: (262) 703-7000
Exchange/Symbol
Kohl's Corporation common stock is traded on the New York
Stock Exchange under the
symbol KSS.
Standard & Poors
Kohl's Corporation is an S&P Fortune 500 company.
Independent Auditors
Ernst & Young LLP
Milwaukee, Wisconsin
www.KohlsCorporation.com
 About Kohl’s……………………………

Type Public (NYSE: KSS)

(http://www.nyse.com/about/listed/kss.html) )
Founded 1962
Headquarters Menomonee Falls, Wisconsin, USA
Industry Retail
Products Clothing, footwear, bedding, furniture, jewelry, beauty
products, electronics, and house wares.
Based on 2007 revenue…………

Kohl's was the 22nd-largest retailer in the United States.

Fifth largest discount store after Wal-Mart, Target, Kmart, and Big
Lots.
Website http://www.kohls.com/
About Kohl’s……………………………
Mission Statement:

To be the leading family-focused, value-oriented, specialty

department store offering quality exclusive and national brand
merchandise to the customer in an environment that is convenient,
friendly and exciting.

Our goal is to deliver a GREAT shopping experience to our

Customers on a consistent basis throughout the country at all
times of the year. Every Customer, Every Time, Every Store.
Awards…………

“Customer’s Choice Award” for excellence in customer service

by the National Retail Federation

Named one of the top 50 “Best Places to Launch a Career” by
Business Week magazine

Ranked 1st in Department/Discount Store Customer Service for
the fifth consecutive year by American Customer Satisfaction Index

Ranked in top 10 on Fortune Magazine’s “Best Breakaway
Brands” list

Ranked 1st on EPA's Top 10 Retail List

Ranked 14th on National Top 25 List of Green Power Purchasers

Ranked as one of the “Top 10 Most Competitive Retailers” by
National Retail Federation
Details of store: in 1992…… 1992...
79 stores in 6 states
79 stores in 6 states
1,022 Stores in 49 states as of April 2009
History of Kohl’s…………..
1962
The story of the company began in 1962 when Max Kohl opened
the first Kohl’s Department Store in Brookfield, Wisconsin. He
started his career with a small grocery business that developed into
the largest supermarket chain in the Milwaukee area. Then he
expanded into retail, creating Kohl’s Department Stores. He
positioned Kohl’s between the higher-end department stores and
the discounters, selling everything from candy to engine oil to
sporting equipment.
1988 – 1992
Sales increased from $388 million to $1 billion.
From 1992 to 1999
Number of stores tripled to 259, while revenues quadrupled, from
$1.1 billion to $4.6 billion.
2008

Introduced Jumping Beans, a new children’s private brand.

Gold Toe, a national hosiery brand

Expanded the Elle brand to all stores nationwide.

launched the Bobby Flay line, expansion of our Food
Network relationship

Launched FILA Sport, a collection of women’s, men’s
and children’s apparel, footwear and accessories.
2009

First store in Alaska, expanding our presence to 49 states.

Launch of the Dana Buchman and Hang Ten brands.

Exclusive partnership with Lauren Conrad, for
LC Lauren Conrad, a contemporary lifestyle
brand that will launch in the women's department
in approximately 300 Kohl's stores
Merchandise Content

2008 MERCHANDISE MIX

PRIVATE & EXCLUSIVE BRANDS

Private brands represent the absolute best value in our stores.

• Price – Private brands are competitively priced to meet or beat
competition
• Quality –Private brands are:
o Well made and durable so can be worn for years to come
o Versatile so can be used for multiple wearing occasions
• Style –Private brands reflect the most current consumer and fashion
styles and trends
Exclusive brands
• Consumer awareness and recognition - Before launch of any new
exclusive brand, marketing department does a significant amount of
customer research to help & understand the awareness, attributes,
and strength of each brand
• Strong equity –Exclusive brands have been developed with World
Class partners like Vera Wang, Ralph Lauren, Quicksilver, and Liz
Claiborne. This equity factor is a key difference in Kohl’s strategy
vs competitors. Each of the brands are
authorities in their customer segment. For example:
o Simply Vera Vera Wang and Dana Buchman for Womens Fashion
o Hang 10 for authentic surf and California Lifestyle
o Tony Hawk – the dominant skate personality
o Food Network – the kitchen authority
• Distinct marketing and in-store experience - Create a unique
space for each brand in marketing and in-store experience
 WHAT’S NEW?

Different BRANDS
 COMPETITIVE POSITION
Positioned To Serve Customers Who Shop Department Stores As
Well As Discount Stores

Customers who
want more value Department Stores

Kohl’s
The Middle Market Customer

Discounters Customers who want better

name brands
 KOHL’S TARGET CUSTOMER
• Female
• Family
• 35-55 years of age
• Suburban
• Middle Income
• Time-crunched

“The Soccer Mom”

FORMULA FOR SUCCESS
What strategies does Kohl’s execute better than
anyone else in the industry?

• Brands

• Value
• Convenience
2009 marketing goals are:

Highlight the various ways in which
one can save while shopping at Kohl’s.

Increase awareness and understanding of

the Kohl’s charge benefits

Leverage our exclusive brands


Take credit for our liberal, no-hassle
exchange policy

Make feel good about shopping at a

company that cares:
− Kohl’s Cares for Kids® raised over $20
million in 2008 and $126 million since inception
− 156 Hospital Partnerships nationwide
− Kohl’s Kids who Care® - 2000 kids
recognized for their community efforts
− Official Retail Department Store sponsor of
US Youth Soccer, supporting 3,000,000 kids
− A-Team – 64,000 associates volunteered
217,000 hours in 2008
Strategic initiatives taken by Kohl’s

By delivering value, inspiring her, respecting her time and

delivering exciting merchandise, Kohl’s build a relationship
with the customer, grow loyalty, and win her as a Kohl’s
customer forever.
 Strategic Initiatives:
In-Store Experience
Convenience technology
A new POS system was installed in all stores in
in 2007. The face-to-face customer interaction,
touch screens, signature captures, customer display
and other features are improving time-in-line
resulting in a modern, efficient and improved
customer experience.
Visual Enhancements
• New brand launches
• Updated strikepoints
• Wayfinding and directional signage
Innovation – Phase I & II
•New & updated exteriors
• Improved service areas
• Specialty fixturing,including home,
handbags/fashion accessories and
intimate apparel
•Updated juniors area
•Improved sightlines in the center
core
Remodel Program
• We remodeled 51 stores in the
Spring of 2009 and 36 stores in the
Spring of 2008.
Financial Overview……………
Contd……….
Green Initiatives by Kohl’s…………

Our Environmental Mission

To be a leading environmentally responsible
retailer through focused resource stewardship
by our associates and vendors.
2008 Top Accomplishments
• Ranked #1 in retail for green power purchases and #3 overall in the
United States
• Opened our first 63 green stores constructed with our LEED
certified prototype, giving us the most LEED stores in the world
• The world’s largest retail solar power host with 67 activated solar
stores
• Earned the Energy Star label for energy efficiency in 218 stores, the
most of any retailer
• Received the EPA Green Power Leadership Award for Onsite
Generation
• Received the EPA SmartWay Excellence Award for Transportation
Efficiency
• Launched the www.kohlsgreenscene.com website to share our story
with our stakeholders
• Sold over 500,000 reusable shopping bags at our stores
 Recycled Content Within Our Products

For business operations….

• Gift Boxes: 100% Recycled Content
• Restroom Papers: 100% Recycled Content
• Merchandise Bags: 10-30% Recycled Content
• E-Commerce Shipping Cartons: 30% Recycled Content
• Advertising Paper: 20.5% Recycled Content
• Office Supplies: 12% Recycled Content
Photo Studio
Opened a Milwaukee, WI Photo Studio in early 2008. This is the
first building that have planned, designed and constructed using the
U.S. Green Building Council's LEED rating system. LEED-certified
buildings conserve natural resources, reduce operating costs and
minimize the strain on local infrastructures.
Memberships

• EPA ENERGY STAR

• EPA Green Power Partnership
• EPA Waste Wise
• EPA SmartWay Transport Shipper
• EPA Climate Leaders
• United States Green Building
Council
• Business for Social Responsibility
• Wisconsin Partners for Clean Air
 Recent news of Kohl’s………

Kohl’s reveals great values and exciting deals for tax-free shopping

Company announced the opening of 11 new stores in Alaska.

Despite recession, Kohl's expands in Las Vegas

Kohl’s improves in online customer satisfaction

References:

1. www. Kohl’s.com

2.www.kohlscorporation.com/InvestorRelations/pdfs/.../factbook.pdf

3.www.kohlsgreenscene.com/.../KohlsEnergyStarLEEDBuilding
Accomplishment_042909.pdf

4.www.indiana.edu/~jobtalk/ppt/.../09.../KohlsDepartmentStores.ppt

5.www.wikipedia.org/wiki/Kohl's -
THANK YOU