Kohl’s Corp. is continuing to invest in private label brands, a strategy central to the retailer’s turnaround efforts.

On Monday, Kohl’s expanded the FLX activewear and athleisure collection to target kids and pre-teens, both online and in 300 of the retailer’s stores.

More Kohl’s stores will carry FLX for kids and pre-teens next year, and it’s likely Kohl’s further expands its portfolio of private brands in the near future. Progress in proprietary brands across women’s, petites, activewear as well as kids, is critical for Kohl’s since they can provide greater value for shoppers, better margins and a point of differentiation. Kohl’s portfolio of private brands includes Sonoma, Simply Vera Vera Wang and LC Lauren Conrad as well as FLX.

Kohl’s executives on Monday emphasized that FLX for

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