Kohl‘s 11 Biggest Competitors in 2024
With over 1,162 stores and $19 billion in annual revenue, Kohl‘s is one of the largest department store chains in the U.S. However, the retail landscape is more competitive than ever. Kohl‘s faces intense competition from discount stores, off-price retailers, and other department store rivals.
Let‘s take a detailed look at Kohl‘s 11 biggest competitors and how they stack up:
1. Target
Target is arguably Kohl‘s strongest competitor, with over 1,900 U.S. store locations and 2021 revenue of $106 billion – more than 5X Kohl‘s sales. Target offers everything from groceries to apparel, home goods, electronics, and more at lower price points. They attract customers with trendy yet affordable merchandise and popular owned brands like Goodfellow, Prologue, and A New Day. Target‘s scale, pricing power, and brand reputation make it a formidable Kohl‘s competitor.
| Retailer | 2021 Revenue | U.S. Store Count |
|---|---|---|
| Target | $106 billion | 1,926 |
| Kohl‘s | $19.4 billion | 1,162 |
2. TJX Companies (T.J. Maxx, Marshall‘s, HomeGoods)
With over 3,100 locations across its brands, TJX brings in annual revenue of $48.5 billion – more than double Kohl‘s. T.J. Maxx, Marshall‘s, and HomeGoods offer deep discounts on brand name apparel, home goods, and more. The treasure-hunt shopping experience and savings between 20-60% off appeal to bargain-hunting consumers. TJX‘s off-price model directly threatens Kohl‘s more traditional department store approach.
3. Macy‘s
Macy‘s operates around 500 stores with $21 billion in annual sales. As another well-known department store, Macy‘s competes with Kohl‘s across categories like apparel, home furnishings, and beauty. Macy‘s enjoys strong brand recognition, premium product offerings, and a reputation for quality that Kohl‘s aims to match. Macy‘s loyalty program also drives repeat visits.
4. JCPenney
Similar to Kohl‘s, JCPenney is a mid-tier department store selling apparel, home goods, and other merchandise. Despite recent struggles, JCPenney still operates around 650 locations with $10.5 billion in yearly revenue. They compete for value-driven shoppers by offering frequent sales, coupons, and promotions.
5. Ross Stores (Ross Dress for Less and dd‘s Discounts)
Ross Stores is another major off-price retailer with over 1,500 locations and $18 billion in annual sales. Ross Dress for Less and dd‘s Discounts provide 20-60% discounts on brand name apparel, accessories, home furnishings, and more. Ross‘ extreme bargains on discounted name brands pose a serious competitive threat to Kohl‘s more retail pricing model.
6. Burlington
Burlington operates over 800 off-price stores, generating around $9.3 billion in yearly sales. As an off-price apparel and home goods retailer, Burlington sells designer brands at up to 60% off other stores. Flash markdowns and frequently changing assortments create a treasure-hunt experience that appeals to bargain-focused shoppers.
7. Nordstrom/Nordstrom Rack
Nordstrom operates high-end department stores along with lower-priced Nordstrom Rack outlets. Nordstrom lures customers through exceptional service and luxury offerings. However, Nordstrom Rack provides steep discounts on Nordstrom merchandise – aiming to take share from mainstream chains like Kohl‘s. This two-pronged retail strategy threatens Kohl‘s across both higher and lower price points.
8. Dillard‘s
Dillard‘s operates around 250 department stores located mainly across southern states. As a direct department store rival, Dillard‘s competes with Kohl‘s on both quality and price across categories like apparel, shoes, beauty, and home furnishings. Dillard‘s generated revenue of $6.3 billion in 2020.
9. Belk
Belk operates around 300 department stores, mostly in southern states, with annual sales around $3.5 billion. Lacking national scale, Belk still competes directly with Kohl‘s in overlapping southern markets. Belk offers similar merchandise including apparel, home goods, and beauty products.
10. Boscov‘s
Boscov‘s has over 45 stores located across the Northeast U.S. With annual sales around $1.2 billion, Boscov‘s competes regionally with Kohl‘s as an affordable department store stocking clothing, footwear, home products, and various goods. Boscov‘s regional strength poses a competitive challenge to Kohl‘s in the Northeast.
11. Kmart/Sears
While diminished, Kmart and Sears still operate around 300 combined locations with over $7 billion in annual sales. These long-time department stores directly compete with Kohl‘s across categories like apparel, home goods, and electronics. Heavy promotions and the Shop Your Way loyalty program aim to attract budget-conscious families.
- Target, TJX, and Macy‘s make up Kohl‘s 3 biggest national competitors based on scale, pricing, and merchandise offerings
- Ross Stores, Burlington, and Nordstrom Rack lead the off-price segment, competing aggressively on price
- Regional players like Dillard‘s, Belk, and Boscov‘s challenge Kohl‘s in select markets
- Declining retailers Sears and Kmart still compete on price using promotions and loyalty programs
With increasing competition, Kohl‘s focuses on value, omnichannel convenience, brand partnerships, and loyalty programs to maintain share. But the fight for customers continues to intensify among retail giants like Target and ascendant off-price chains. Kohl‘s will need to leverage its strengths in loyalty, own brands, and promotions to thrive against its many challengers.
