Kohl's Makes Bold Move into Performance Fashion with FLX Private Label

Kohl’s is taking a calculated bet on the booming athleisure market. The retail giant just rolled out FLX, its first-ever in-house specialty brand designed to capture the growing appetite for clothing that works as hard as you do. With over 300 store locations already stocking the collection and availability online, the company is clearly doubling down on what industry watchers have spotted for years—casual and active wear isn’t a niche anymore, it’s the mainstream.

The Strategy Behind the FLX Launch

The timing is deliberate. As consumers continue blurring the lines between gym clothes and everyday wear, Kohl’s identified a gap in its portfolio. “We saw an opportunity,” explained Doug Howe, the company’s chief merchandising officer, signaling that FLX isn’t just another clothing line—it’s a strategic repositioning. The brand targets the company’s 65 million customers nationwide with products that merge style, performance, and sustainability into one offering.

What makes this significant isn’t just another athleisure brand hitting the market. Kohl’s is explicitly aiming to grow its Active category from 20% to at least 30% of its business. FLX is the vehicle for that ambition.

What FLX Actually Offers

The collection spans both women’s and men’s apparel with inclusive sizing—plus sizes, big and tall options included. The lineup covers the expected suspects: leggings, joggers, performance blazers, high-waisted shorts, and packable jackets. But FLX also ventures into territory that blends casual with active: mockneck dresses, jumpsuits, and commuter-focused button-downs designed for professionals who want functional style.

The real differentiator sits in the fabric technology. FLX products use performance materials like Affirmation and Ascent fabrics with built-in stretch and compression, performance wool blends incorporating UPF protection, and moisture-wicking capabilities. This isn’t just cotton thrown together; it’s engineered for movement and comfort.

Sustainability as a Selling Point

Every FLX piece is built around sustainability principles. The brand sources BCI cotton, recycled polyester, and recycled nylon. Manufacturing processes use BlueSign Certified methods and organic cotton alternatives. For a major retailer launching a mass-market brand, integrating sustainable practices across the entire collection signals a shift in how established companies approach production—or at least how they want consumers to perceive it.

Fitting Into Kohl’s Bigger Picture

FLX doesn’t exist in isolation. Kohl’s has been steadily building its active and outdoor portfolio through partnerships with Nike, Under Armour, adidas, Champion, and Columbia. This private label option gives the retailer direct margin control while offering customers an exclusive product line unavailable elsewhere. It’s a page from the playbook that’s worked for companies like Target and Walmart—create in-house alternatives that build loyalty while maintaining profitability.

The casualization trend reshaping retail preferences continues accelerating. Whether FLX can capture meaningful market share depends on execution, pricing, and how well the brand differentiates itself beyond the sustainability messaging.