CHICAGO — Kohl’s is joining WW — the company formerly known as Weight Watchers — in its latest experiment with giving shoppers new reasons to come to its department stores.
The retailer is opening a WW Studio in one Chicago-area store and will sell WW Healthy Kitchen products in certain stores and online, Kohl’s said Tuesday.
The 1,800-square-foot studio will host workshops for local members and is expected to open this year.
Kohl’s, which would not identify which location would have the studio, said it will begin selling the WW-brand kitchenware and cookware products in June.
WW has been trying to reinvent itself as more lifestyle brand than diet tool and Kohl’s offers an outlet for its kitchen products and potential source of new members, said David Weiss, partner at Chicago-based consulting firm McMillan Doolittle.
It’s also another example of Kohl’s joining with another company to attract customers.
Dozens of Kohl’s stores let Amazon shoppers return items ordered from the e-commerce giant, free of charge. And last year, Kohl’s said it planned to work with discount grocer Aldi to test groceries at up to 10 stores.
Chains such as Walmart and Target already devote large portions of their stores to groceries, which most customers will shop for at least once a week, Weiss said.
ARTICLE CONTINUES BELOW ADVERTISEMENT
“That’s what all bricks-and-mortar retailers are looking for, more ways to get people walking in the door,” he said.
Kohl’s has been “very aggressive” when it comes to using other brands to draw customers, but so far the partnerships have involved a relatively small portion of its stores, he said.