Kohl’s Expands FLX Brand with Exciting New Kids Apparel Line

On September 29, 2025, Kohl’s Corporation announced the launch of its new FLX apparel collection tailored specifically for kids and pre-teens. This initiative represents a significant expansion in Kohl's proprietary brands portfolio, capitalizing on the successful momentum of the FLX brand, which has resonated well with consumers since its inception in 2021. The new line aims to provide families with a stylish, comfortable, and functional activewear option at an accessible price point.

The FLX apparel for kids is designed with an emphasis on movement and comfort, making it ideal for both active play and casual wear. The initial assortment showcases a modern color palette of elevated neutrals and includes trendy silhouettes such as joggers, zip-ups, hoodies, and performance tees. The collection is thoughtfully fit-tested to ensure it meets the needs of kids who are constantly on the go, balancing style and practicality.

Prices for the new line start at an attractive $14.99 and go up to $50, catering to a wide range of budgets. Available sizes include boys from 8 to 20 and girls from 7 to 16, making it suitable for children experiencing rapid growth and evolving fashion preferences.

Nick Jones, Kohl’s Chief Merchandising Officer, expressed enthusiasm about the launch, highlighting the brand's commitment to addressing a gap in active and athleisure offerings for younger generations. “We are excited to expand our successful FLX brand into the kids category this fall,” he stated. “This assortment underscores our continued work to elevate proprietary brands that deliver trusted quality, relevant style, and incredible value for Kohl’s customers.”

Emmy Jean Woodhall, Kohl's Creative Design Director, elaborated on the design philosophy behind the FLX apparel for kids. She noted the rapid evolution of style among tweens, who are forming their identities and gravitating toward looks that feel more mature yet still retain a playful essence. “We’ve designed FLX apparel for kids to reflect that shift — adjusting silhouettes, proportions, and colorways to deliver something that feels modern and expressive, without being too mature,” Woodhall explained. This approach aims to create a collection that resonates with both kids and their parents.

The FLX apparel for kids is currently available on Kohl’s website and at 300 select stores, with plans for expansion to additional locations in 2026. This strategic rollout is part of Kohl’s broader initiative to enhance its proprietary brand offerings and meet the diverse needs of today’s families.

The launch of FLX apparel for kids marks a pivotal step in Kohl's ongoing commitment to provide high-quality, affordable, and stylish clothing options for all age groups. As the company continues to evolve its product offerings, the new kids line is expected to strengthen Kohl's position in the competitive retail landscape while catering to the dynamic fashion needs of young consumers. For families looking to explore the new FLX collection, it is readily available at Kohls.com and in select stores nationwide.