Kohl's

KSS

Market cap $1.86B

Retail meme energy has rotated back into three familiar names, and the setups could not be more different.

MENOMONEE FALLS, Wis.--(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,.

The LSEG Retail/Restaurant Index reported Q1 2026 earnings growth of 27.2%. Retail earnings in the first quarter of 2026 received a significant boost from a historic tax refund season, reinforcing consumer spending at a time when the labor market remained resilient. Q2 2026 earnings are currently expected to mark the weakest growth rate of the year, with consensus forecasts calling for a gradual improvement during the second half of the year.

Kohl's juniors sales rise 10% in Q1, led by So., as proprietary brands gain traction despite softer company-wide comparable sales.

Kohl's rose to its peak as a department store in the 2000s, with a focus on a strong in-store experience, coupons and rewards. Now, after years of stagnant sales and a rough patch on Wall Street, Kohl's is trying to get back to what made it a household name.

Kohl's went from a household name to a plunging stock as it lost relevancy and its core customer. Now, the company is trying to turn itself around and return to a position of growth by leaning into the business strategies that originally worked, according to CEO Michael Bender.

TJX and KSS highlight contrasting retail strategies as shifting consumer spending reshapes growth and competition.

Kohl's proprietary brands lift comps 6% in Q1 and help expand gross margin, but higher digital shipping costs offset much of the profitability boost.

Kohl's rally, proprietary-brand gains, digital investments and tighter cost controls lift investor confidence despite demand risks.

KSS' proprietary brands gain traction in Q1, with exclusive labels and value initiatives helping strengthen its appeal to budget-conscious shoppers.