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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
CPE Approved
Kohl’s has witnessed a continuous decline in its customer base due to various strategic missteps over time that has diluted its brand and caused consumers to shift to other retailers such as Target, Ulta, Walmart, and Amazon. CEO Michael Bender is aiming to rejuvenate the retailer by emphasizing clarity of value, tighter merchandising, more user-friendly stores, and refraining from being something that it is not, even as debates continue over whether the company is actually turning around or simply becoming better at losing more slowly.
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 les...
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