Kohl's "We are so back (to school)." marketing campaign celebrates first-day excitement and self-expression
Kohl's AI Shopping Assistant offers new ways to discover, shop, and get inspired
Back-to-school grants to the Boys & Girls Clubs of America totaling more than $165,000 will help kids start the school year with confidence
MENOMONEE FALLS, Wis., July 08, 2026--(BUSINESS WIRE)--This back-to-school season, Kohl's (NYSE: KSS) is making shopping easier by focusing on the brands, styles, and sizes families need to start the school year off right. From national favorites like Nike and Levi's to By Kohl's brands such as SO, Tek Gear, FLX, and Jumping Beans, Kohl's combines the trends kids want with the quality and affordability parents expect, including thousands of products under $25.
Kohl's is making it easier to shop with curated, style-led displays, clear signage, and new digital tools. Kohl's new AI-powered shopping assistant is designed to give customers personalized product guidance, outfit inspiration, and recommendations throughout their back-to-school journey.
"Today's families are looking for more than just a back-to-school checklist — they want confidence that they're making the right choices for their kids and their budgets," said Christie Raymond, Kohl's chief marketing officer. "By focusing on the brands and styles kids are excited to wear and delivering the quality and value parents expect, we're making sure families can count on Kohl's for what they need most."
From kid-approved brands and on-trend styles to everyday essentials and dorm must-haves, Kohl's offers everything families need to conquer the school year, including:
Top Brands Families Trust: Kohl's brings together national favorites like Nike, Levi's, and Madden Girl alongside By Kohl's brands, including SO, FLX, Tek Gear, and Jumping Beans, offering families quality, style, and value. Kids' SO, Sonoma Goods for Life, and Jumping Beans tops and bottoms start at $6.99, while Tek Gear fleece starts at $19.99.
New Brands and Styles: Kohl's is introducing fresh brands, new trends, and more ways for kids and teens to express their personal style. This season's must-have looks include relaxed denim, varsity and retro-inspired styles, seersucker, graphic prints, and popular licensed character collections, including NFL, Pokémon, Minecraft, and Netflix's KPop Demon Hunters. Footwear favorites like Skechers, Nike, Converse Chuck Taylors, Mary Janes, and clogs from SO and Sonoma Goods for Life round out the season's most-wanted looks. New arrivals include Brixton for young men, the SO Office Edit collection for juniors, and SO jewelry and hair accessories.
Back-to-School Must-Haves: From backpacks by Nike, JanSport, and adidas to activewear, denim, fleece, and graphic tees, Kohl's has the essentials families need for the school year ahead. Students can also stock up on beauty favorites from Sephora at Kohl's, including travel-size skincare, lip care, hand creams, and sanitizers that are perfect for backpacks, lockers, and dorm rooms. For students heading to college, Kohl's offers dorm essentials, including bedding, towels, storage, and décor from brands like The Big One, Caro Home, Laura Ashley, and the new Peanuts Joe Cool collection. Kitchen electrics and portable vacuums are available for $20 and under, while Kohl's Deal Bar features organization solutions, food storage, desk accessories, and room décor for $10 and under.