Oakley Heads to Kohl's
Oakley has a new distribution partner in the US: Kohl’s.
The mid-tier retailer sent out the news in an email blast to customers this weekend that Oakley and Ray-Ban are now available at Kohl’s.
“Premium sunglass brand sunglasses now at Kohl’s,” the email said.
Luxottica owns both Oakley and Ray-Ban, and in 2016 Luxottica integrated Oakley into its infrastructure instead of having it run as a stand-alone company. Oakley no longer has its own independent, executive leadership team.
A Luxottica spokeswoman confirmed to SES that this is a new relationship for Oakley. However, I do not know if the decision to sell to Kohl’s was made by Luxottica or the old Oakley team.
Judging by Kohl’s website, a wide range of styles are being sold at Kohl’s, including many of the same styles I have seen in some core stores such as Frogskins, Holbrook, Twoface, Feedback, Moonlighter and Sliver.
The goods news is coupons and other promotions cannot be applied to Oakley glasses at Kohl’s.
Luxottica executives have said on earnings conference calls that Oakley sales have been hurt by the closure of large sporting goods accounts such as Sports Authority.
Sports Authority could not be considered a premium account by any means, and neither can Kohl’s. Kohl’s is several steps down from a department store such as Macy’s, and more similar to a JC Penney.
It does, however, give Oakley volume and more reach into the middle of America.