Kohl’s Adds Athleisure Brand Flx

Courtesy of Kohl's

Kohl’s announced that it will begin carrying a new private label, specialty athleisure brand Flx. FLX will be available in select stores and online at beginning March 2021.

With offerings for both men and women, Flx, pronounced “flex,” is a modern athleisure brand featuring active separates made with high-quality performance fabrics and functional details. In addition to a year-round collection of core apparel — including bottoms, shorts and tees — the brand assortment will be refreshed seasonally with key transitional items, including fleece, jackets and layering pieces.

“Kohl’s is excited to introduce Flx, a new specialty athleisure brand, to our brand portfolio as we work to continue strengthening our position as a destination for active and casual apparel,” said Doug Howe, Kohl’s chief merchandising officer. “As customers have been increasingly shopping for a more comfortable and casual lifestyle, Kohl’s identified a plan to more aggressively serve as the most trusted retailer of choice in these categories. With an emphasis on high-quality athleisure, Flx fills a white space in our current private brand portfolio and will be a great answer to these growing consumer trends.”

Designed for premium comfort and style, Flx offers versatile pieces for life at home or on-the-go — such as a comfy traveler pant, multi-use loungewear or packable jacket. The assortment is also size-inclusive, available in plus and big and tall sizes, and the entire Flx collection was made using sustainable methods and materials, Kohl’s reported. With a focus on higher-end athleisure, Flx complements Kohl’s current private and national brand portfolio, which includes active brands Tek Gear, Adidas, Champion, Under Armour and Nike.

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