Kohl's new CEO has to fix morale while turning the department store around

Core Insights - Kohl's has appointed Michael Bender as CEO after a turbulent period, with sales decline showing signs of slowing down [2][5] - Despite a less-than-expected sales drop of 2.8% to $3.41 billion in Q3, the company still faces significant challenges in regaining customer loyalty and market share [2][3] - Kohl's has lost 22% of its business since 2019, with sales in most categories declining significantly [4][10] Leadership Changes - Michael Bender, a long-time board member, has been promoted to CEO after serving as interim CEO for six months [2] - Bender's leadership comes after the dismissal of his predecessor due to ethics violations, marking a need for stability in the company's leadership [2][5] - Bender's experience includes previous roles at Walmart and EyeMart Express, but he will need to rely on his team for expertise in key operational areas [8] Sales Performance - Kohl's reported a 2.8% decline in sales for Q3, with expectations of a 3.5% to 4% drop for the full fiscal year, which is an improvement from earlier forecasts [2][6] - The company has seen a continuous decline in sales for 15 consecutive quarters, raising concerns about its long-term viability [3][6] - Revenue peaked at $19.3 billion in 2012 and has been on a downward trend since 2019 [6] Market Position and Competition - Kohl's is now 22% smaller than in 2019, while competitors like T.J. Maxx, Walmart, and Target have grown [4][10] - The rise of e-commerce and discount retailers has eroded Kohl's market share, with customers increasingly favoring value [10][11] - The company has been criticized for losing its pricing edge and failing to meet customer expectations for value [10][11] Strategic Initiatives - To regain customer loyalty, Kohl's is focusing on restoring its product assortment in key categories like women's apparel and jewelry [12] - The company has reduced coupon exclusions and introduced more lower-priced items to attract budget-conscious shoppers [11][12] - Analysts have noted that while there are signs of improvement, it will take time for Kohl's to fully recover and regain market share [13]