Morningstar Rating

Stock Research and Analysis

by Bridget Weishaar

Bulls Say

Kohl’s has easy comps and new products, advertising, omni-channel investments, and loyalty initiatives should drive accelerated growth.
Kohl’s private-label business differentiates itself from competitors, with about 50% of product exclusive or private-label versus 20% at Macys.
The new Yes2You loyalty program allows customers to pay in any form of payment and should increase reach to new customers who are not interested in or unable to get the credit card. Read more 

Bears Say

Margins face numerous headwinds from e-commerce shipping costs, industry wage increases, mix shifts, and an increase in national brands.
New store growth appears topped out and further openings may degrade productivity.
Much of the strategic turnaround plan--including omni-channel initiatives, localization, and loyalty programs--is already replicated at close competitors including Macy’s. Read more 

Management

We are maintaining Kohl’s Standard stewardship rating. Kevin Mansell is chairman, CEO, and president. Prior to becoming CEO in 2008, Mansell held a number of positions within the company including general merchandise manager and senior executive vice   Read more 

Profile

Kohl’s is an American broadlines retailer with a focus on the five strategic pillars of product, savings, easy experience, personalized connections, and teams. Kohl’s operates   Read more 

Surprise: Earnings Turn Out Better Than Expected 
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