Retail industry veteran Ryan Waymire has been selected by Kohl’s Corporation as its new chief merchandising officer, placing responsibility for the company’s merchandise direction and revitalization squarely on his shoulders as the retailer works toward recovery.
Ryan Waymire Brings Broad Merchandising Experience
Waymire, set to step into the chief merchant role on September 28, brings a background from major retailers like Walmart, Wayfair, FabFitFun, Amazon, and Target. His new position will have him reporting to CEO Michael Bender, and he takes over from Nick Jones, who previously served over three years as Kohl’s chief merchandising and digital officer.
Kohl’s outlined that Waymire’s remit will cover buying, planning, omnichannel merchandising, sourcing, allocation, product design and development, and managing the overall product mix. CEO Bender, in the company’s announcement, praised Waymire’s comprehensive expertise, especially his approach to refreshing merchandising strategies for a wide range of U.S. shoppers, including his work with influencer marketing and collaborative launches. “Ryan will lead our teams in updating and innovating our merchandise assortment — always with the customer’s needs at the forefront,” Bender commented.
Turnaround Efforts Yield Gradual Progress
While Kohl’s has faced headwinds regaining its marketplace position, some encouraging numbers have surfaced. In the second quarter, net sales declined less than 1% compared to the prior year, totaling $3.3 billion. A similar dip just under 1% was reported in comparable store sales, indicating a slower contraction than in previous reporting periods.
A driving force in Kohl’s turnaround plans has been the enhancement of private labels. The retailer recently debuted new home and apparel product lines, such as the tween- and teen-centric brand Sea and Skye. Additionally, Kohl’s enlisted soccer legend Carli Lloyd to endorse its established Tek Gear activewear. Brands including Simply Vera Vera Wang, Lauren Conrad, and FLX have also shown consistent performance.
This focus bore results last quarter as private label comparable sales increased by 3%. Evercore ISI analysts highlighted the stability of proprietary brands, viewing them as a critical advantage for Kohl’s. Analyst Michael Binetti wrote that prioritizing in-house brands should help boost gross margin and visitor numbers among the retailer’s price-minded, low- to mid-income audience.
Ongoing Difficulties in the Rebound
Nevertheless, there are challenges. UBS analysts, led by Jay Sole, observed that the 3% private label sales growth during Q2 was below the 6% increase in the prior quarter. According to management, this reduction stemmed largely from inventory shortages in women’s products, but UBS analysts flagged this slower growth as significant, given private brands’ role in re-engaging customers, shaping value perceptions, and improving margins.
Market share losses—particularly to off-price rivals—remain an unresolved issue for Kohl’s, as noted by UBS, who believe the impact is underestimated by the broader market. Changes in leadership and strategic direction underscore the necessity of Kohl’s efforts to update its merchandise and attract shoppers.
Waymire’s appointment signals a renewed attempt by Kohl’s to sharpen its merchandising strategy, aiming for sustained growth in the modern retail environment.