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How Kohl’s Lost Middle America and Is Trying to Get It Back
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Subscribe09 JUL 2026 / FINANCE
Kohl's, a retail store in America noted for its coupons, rewards, and affordable products, is struggling with its identity. The value retailer's CEO, Michael Bender, is attempting to return the store to its core ethos through clearer value propositions, tighter merchandising, and restoring the focus on customer needs. However, despite these efforts, recent sales reports show that the store is not attracting new customers, calling into question the efficacy of the company's return to 'retail common sense'.
Kohl’s did not lose shoppers overnight. It lost them the way many companies lose their best customers: one small assumption at a time. A category disappears. A coupon feels less useful. A store feels harder to shop. The merchandise gets a little less clea...
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