Kohl’s continues wellness push with WW collaboration
Kohl’s, like other retailers, has sought in recent years to tap into the consumer demand for products related to living healthier lives. Yesterday’s announcement of a pilot collaboration with WW, the new Weight Watchers company, is just another step in that direction.
The two companies announced plans for a variety of test programs throughout 2019 including the opening of the first WW Studio inside a Kohl’s store, the launch of WW Healthy Kitchen products at select locations and on Kohls.com as well as subsidized memberships in the WW Freestyle program for the retailer’s employees through its Healthy Rewards program.
“We want to encourage families to lead healthy and fulfilled lives, and a strategic partnership with WW provides the opportunity to further advocate for the health and wellbeing of Kohl’s customers and our associates,” said Michelle Gass, Kohl’s CEO, in a statement. “As a destination for active and wellness for the entire family, we continue to seek out new ideas that support our customers’ health goals.”
Plans for the WW Studio call for it to open this year inside a Kohl’s in the Chicago market. The 1,800-square-foot space will be used to host WW Wellness Workshops for local members in the program as well as “specially curated” space for Kohl’s customers and associates.
- Kohl’s and WW – the new Weight Watchers – Collaborate to Support Wellness and Healthy Living – Kohl’s
DISCUSSION QUESTIONS: Will Kohl’s collaboration with WW help promote the retailer as a destination for health-conscious consumers? Where do you see the greatest opportunities for Kohl’s to benefit from its relationship with WW?