Kohl's concept store in Tacoma
What: Kohl's has opened a 35,000-square-foot brick-and-mortar experience to test an experimental concept that aims to improve its retail performance.
Why it is important: Smaller than the typical Kohl's box locations, the Tacoma store is more open with modular fixtures, eye-level branding, an updated assortment focused on storytelling, mixed-brand merchandising, more mannequins and a cash desk that does not take away from the product.
The Tacoma concept store also has "Discover at Kohl's," a shop where customers can discover dozens of emerging, established, and diverse-owned brands new to the retailer, and already in 600 locations and on kohls.com. The home area has a product showroom experience with product vignettes that customers can shop right from their phone via QR code.
Kohl's concept store in Tacoma