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Kohl's Corporation | Company Profile, Marketing Contacts, Media Spend, Brands

Kohl's Corporation operates family-oriented, specialty department stores targeted at middle-income customers in the United States. The company's department stores sell moderately-priced national brand apparel, footwear, accessories, soft home products and housewares, predominately in the midwest, and rapidly expanding across the United States. Kohl's is headquartered in Menomonee Falls, WI.

Main Telephone (262) 703-7000
Main Fax (262) 703-6501
Primary Address
N56 W17000 Ridgewood Drive
Menomonee Falls, WI 53051

Kohl's Corporation Contacts

Contacts (5/62)
Name Title State
Wes M. Principal & Chief Financial Officer WI
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (262) 703-7000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: N56 W17000 Ridgewood Drive
Menomonee Falls, WI

Kevin M. Chairman, President & Chief Executive Officer WI
Michelle G. Chief Merchandising & Customer Officer WI
John W. Senior Executive Vice President & Chief Administration Officer WI
Sona C. Chief Operating Officer WI

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Kohl's Corporation *********
Apt. 9 *
Cares for Kids Program ******

Agency Relationships

Brand Agency Service From To
***. * ****** ***** media buying & planning 2013 present
****'* *********** ******** ******** multicultural 2003 present
****'* *********** ******** ******** digital 2009 present
****'* *********** ******** ******* digital 2012 present
****'* *********** ******** ******* digital 2012 present

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Digital, TV Opps: Kohl's launches creative review, plans ‘aggressive' marketing in H2 (Score 77)

Subject: traditional, TV, print, direct mail, newspaper, radio, digital, social media, sponsorship

Company: Winmo)

Opportunity: During the Q1 earnings call, CEO Kevin Mansell said that Kohl’s a “definitely” focused on improving sales, but will place a special focus on increasing brick-and-mortar traffic. To this end, Mansell said Kohl’s is “relooking” at all of its marketing vehicles to see where it can drive more business. This includes a creative review that was launched sometime in Q1. So while it’s likely too late for agency readers to get in the review, sellers should be looking for campaigns to follow the final decision, which should be made soon. We’ll keep you updated as we learn more, but be on the lookout for Q3 dollars tied to BTS and Q4 dollars for the holidays. Keep in mind that Kohl’s has moved its media mix from more traditional media to a “much more future state,”  and the company is looking to be more aggressive on marketing as the year progresses.

Mansell mentioned that the Home category performed the worst during Q1 and “that’s somewhat of a marketing issue that we’ve got to try to resolve.” He also stated that Kohl’s would  continue testing marketing for its “ship from store” and “buy online, pick up in-store” options throughout the year so that the services will be top-of-mind with consumers come the holiday season.

According to The List, Publicis's Account in Jeopardy” status. 

Additional Information

Executive Restructuring: In a cost-saving effort, Kohl’s dismissed three senior executives in February (here).

Sustained Struggles: Kohl's, like many retailers, announced that it will be closing a number of stores in 2016. So far, only 18 are slated to shutter, starting in June. Instead, Kohl's is looking to open smaller format stores in seven US markets (35,000 sq. ft.). Kohl's will also open two more Off/Aisle outlet stores and 12 Fila outlet stores. This decision is likely a direct response to the success of discount retailers, such as TJ Maxx and Ross Stores. 

Even though store closures seem to signal larger struggles, Kohl's has actually experienced five consecutive quarters of positive comps (anything positive, no matter how small, is huge in the current retail environment). However, CFO Wes McDonald said Q4 sales were still “volatile” and were below the company's expectations.

While footwear and home continue to be the strongest categories for the company, accessories is under-performing for Q4 and fiscal 2015.

Sponsorships: Kohl’s took over the Academy Awards sponsorship from JCP this year (read more about JCP here).

Media Spend: According to Kantar Media, Kohl's spent $369.6 million on measured media in 2015. Over half – $206.6 million – was allocated to broadcast ads. The remainder went to print ($70.7 million), display ($47.6 million), radio ($12.3 million), Hispanic media ($17.6 million) and search ($32.2 million).

National TV Breakdown: Kohl's has increased national TV spend $56.9 million so far this year – up from $41.2 million for the same period 2015. See chart for 2016 show targeting (and note that even without the Oscars sponsorship, spend would still be up this year). 

Spot reports that Kohl's spent $140.5 million on national TV ads in 2015 – up from $108.6 million in 2014. 

Digital Breakdown: So far in 2016, Kohl's has run 337 display ads on 2,368 publishers (1% mobile). Top ad destinations include, and (21% placed site direct), according to Moat. Kohl's has also run 1,392 high impact and 29 video ads this year.

For the same period in 2015, 176 display, 125 high impact and 18 video ads were run on 4,542 publishers (<1% mobile; 15% site direct).

Unsurprisingly, Kohl’s display presence is traditionally highest in Q4 and the most ads are run on news, shopping and entertainment sites. 

N56 W17000 Ridgewood Dr.
Menomonee Falls, WI 53051
(262) 703-7000

Michelle Gass 
Chief Customer & Marketing Officer
(206) 318-5458

Ashley Small 
Media Planner – ZenithOptimedia, NY
(212) 859-5100