Kohl’s Doubles Down on Home Goods, Macy’s Adapts Bestseller into TV Series

In partnership with

Find Best Apps for eCommerce || Newsletter

Kohl’s Expands Home Goods Offering with Two New Private Labels

Kohl’s is doubling down on its home goods strategy with the launch of two exclusive private-label collections — Miryana and Mingle & Co. — available both online and in stores. The collections, crafted by Kohl’s in-house design team, mark the retailer’s latest step in bolstering its home category lineup.

Miryana, Kohl’s new linen and home essentials brand, offers a range of "monochromatic and layerable" pieces. The assortment spans over 170 items, including towels, comforters, sheets, shower curtains, quilts, rugs, and accent pillows. Price points for Miryana products start at $11.99, making them accessible for budget-conscious shoppers.

On the other hand, Mingle & Co. brings a broad selection of kitchen and dining essentials to the table. The collection boasts more than 400 items such as flatware, table linens, cast iron cookware, aprons, kitchen towels, and storage solutions, starting as low as $4.99.

These launches align with Kohl’s commitment to enhancing its home goods portfolio. Last year, the retailer announced plans to increase its home assortment by 40%, part of a broader strategy to diversify its product mix and reposition its offerings.

A key focus with these new collections is value. The majority of items are priced under $50, and Kohl’s intends to refresh the assortments seasonally, ensuring relevance and appeal to customers throughout the year.

Kohl’s CEO Ashley Buchanan, who stepped into the role at the start of the year, emphasized the company’s balanced approach to offering both well-known national brands and proprietary labels. “The customer will decide the mix in the end. There will always be space for high-quality, high-value private brands, presented alongside recognized national brands. We let the customer choose,” Buchanan stated during the company’s recent earnings call.

Despite these new initiatives, Kohl’s faces challenges. The company reported a 9.4% drop in Q4 net sales, totaling $5.2 billion. Comparable sales fell 6.7% year over year, with in-store comps down 3.1% and online comps sliding by 13.4%. Net income also took a significant hit, declining over 74% to $48 million compared to the prior year.

Earlier this year, Kohl’s announced the closure of 27 locations and plans to shutter its San Bernardino e-commerce fulfillment center. Additionally, the company reduced its corporate workforce by 10% as part of a cost-cutting effort.

Plant People's Multi-Channel Approach to Dominating The Wellness Space

Getting a customer to convert takes time. For most shoppers, it’s not one touchpoint and done — It’s multiple interactions, multiple impressions, and multiple platforms.

Plant People quickly, easily, and authentically hit those touchpoints by pairing large-scale micro-influencer pushes and paid ads across social platforms.

🌱 Plant People achieved this two-in-one approach campaign with minisocial. They tapped into quality, on-brand micro-influencers to facilitate the touchpoints needed for conversions.

Are you ready to give your marketing strategy the fuel it needs to hit your growth targets? Get 15% off your first campaign with minisocial. 🎉

Get Started Today

Macy’s Turns to History for Content Play, Developing Series Based on Women Retail Pioneers

In a unique twist, Macy’s is turning the spotlight on the women who helped shape the department store era, adapting Julie Satow’s bestselling book “When Women Ran Fifth Avenue: Glamour and Power at the Dawn of American Fashion” into a scripted television series.

The book delves into the stories of powerful female executives such as Dorothy Shaver of Lord & Taylor, Hortense Odlum of Bonwit Teller, and Geraldine Stutz of Henri Bendel — women whose visionary leadership transformed retail and set new standards for branding and fashion.

Macy’s is adding its own historic trailblazer, Margaret Getchell, into the adaptation. Getchell, a key figure in Macy’s history, was instrumental in transforming the retailer in the 19th century and is credited with introducing the red star logo that remains iconic today.

These pioneering women recognized the influence of female consumers long before it became a mainstream business strategy. Their innovative approaches to merchandising, branding, and customer experience played a pivotal role in the evolution of department stores.

Sharon Otterman, Macy’s Chief Marketing Officer, who spearheaded the project, highlighted the importance of these narratives: “These are stories of resilience, ambition, and creativity — women who understood the power of storytelling and branding long before it was recognized as a business strategy.”

This move fits neatly into a growing trend of brands leveraging their heritage and intellectual property to fuel entertainment ventures. The massive success of projects like the Barbie movie in 2023 has shown the potential of blending pop culture, history, and brand identity.

The Macy’s series is still in early development, with no showrunner or cast attached yet. However, it forms part of Macy’s broader content strategy, which already includes major cultural tentpole events like the Macy’s Thanksgiving Day Parade and 4th of July Fireworks. These events continue to draw millions of viewers both in-person and via broadcast partnerships.

In fact, Macy’s recently inked a 10-year deal with NBCUniversal, ensuring its signature events will air across NBC, Peacock, and Telemundo platforms. Last year alone, the Thanksgiving parade attracted a record-breaking 31.7 million viewers, while the fireworks celebration garnered 7.6 million viewers.