Kohl’s online assortment of licensed sports gear will grow by hundreds of thousands of SKUs this fall thanks to a deal that Kohl’s Corp. and Fanatics Inc. announced on Monday.
The deal, which will launch in the fall, expands the relationship online and to far more items as Fanatics will become the exclusive distributor of all licensed sports apparel and accessories for Kohl’s. The move enables Kohl’s to broaden its online assortment in what it calls its Kohl’s Fan Shop; Fanatics will drop-ship the items.
The long-term agreement builds on a relationship that the two companies had built up over several years with Fanatics selling items to Kohl’s stores.
“We’re thrilled to elevate our existing wholesale relationship through this unique new offering, which gives Kohl’s customers access to a broader online assortment of fan gear across all sports and teams, including specialty hot market and championship gear,” says Jack Boyle, Fanatics co-president of direct-to-consumer retail. “We’re excited to offer more products directly to customers through the Kohls.com platform—which their loyal customer base is already familiar with—making this a win-win for everyone.”
Fanatics has a deep assortment of sports apparel, as well as licensing agreements with a number of leagues, including the NFL, NHL, NBA, MLB and MLS. And it is looking for a number of areas for growth. For example, earlier this year it began selling hundreds of thousands of its products on Walmart Inc.’s Walmart.com marketplace.
Kohl’s is No. 24 in the Internet Retailer 2019 Top 1000.