As brands continue to accelerate their DTC strategies, major retailers retaliate with more private label lines with the latest being Kohl’s to launch FLX that it will use to augment its growing activewear department that also features many key brands. Kohl’s has made growing activewear a central part of its strategy to reverse its recent struggles. One emphasis of the new line will be size runs for larger consumers.

Certainly the success that Dick’s has had with its private label brands is ringing in the ears of competitors. One advantage that DKS has in its private label strategy is that its ... Log in to view full article.