Kohl’s Corp., which has made wellness one of its defining categories, on Tuesday said it will launch a strategic collaboration with WW, the new Weight Watchers global wellness company. The program, which will be piloted throughout 2019, will show how the retailer and WW can help families and communities lead healthier lives.
A variety of health and wellness programs to help consumers and Kohl’s associates achieve their wellness goals will be tested, including the first in-store WW Studio, an 1,800-square-foot community space inside a Kohl’s unit in the Chicago area that will be used for hosting WW wellness workshops for local WW members, as well as a WW space for Kohl’s customers and associates.
WW Healthy Kitchen Products in June will be introduced at select Kohl’s units and kohls.com, including the new health-conscious WW-branded kitchenware and cookware and other tools for food and meal preparation. The WW Healthy Kitchen line will be part of a wider selection of home and lifestyle wellness products sold at Kohl’s such as wearables that track fitness and sleep habits, and aromatherapy.
Kohl’s is serious about fitness and wellness. The former features brands such as Nike, Puma, Gaiam and New Balance. Kohl’s has had wellness on its mind for years and has partnered with influencers such as Bob Harper, personal trainer and host of NBC’s “The Biggest Loser” and Kevin Curry, founder of Fit Men Cook.
WW isn’t entirely new to Kohl’s. The brand since 2012 has subsidized memberships to Kohl’s associates to help them achieve their wellness goals. The retailer said it’s further enhancing its commitment to associates and has newly added WW to its robust benefit offerings, Kohl’s Healthy Rewards. Associates will be eligible for upgraded WW memberships.
“We want to encourage families to lead healthy and fulfilled lives,” said Michelle Gass, chief executive officer of Kohl’s. “A strategic partnership with WW provides the opportunity to further advocate for the health and well-being of Kohl’s customers and our associates. As a destination for active and wellness for the entire family, we continue to seek out new ideas that support our customers’ health goals.”
Mindy Grossman, president and ceo of WW said the Kohl’s hook-up makes sense for the company, which wants to be the “world’s partner in wellness. We’re continuously looking for ways to make wellness more accessible. By collaborating with Kohl’s, we’ll give people new experiences and ways to engage with WW as we build our wellness ecosystem, while [offering them] access to unique products and tools to help them on their journey. We know the Kohl’s customer is also our customer, so offering our Workshops through a WW Studio at Kohl’s is a new way for us to meet people where they are.”