Department store chain Kohl’s has launched an FLX activewear and athleisure apparel collection for kids and pre-teens, as part of its strategy to expand its proprietary brands portfolio.

The new line brings FLX’s versatility and performance to a new generation of customers. The initial assortment features a modern palette, wearable everyday silhouettes, and must-have styles like joggers, zip-ups, hoodies, and performance tees.

Products are made with soft, breathable materials, a focus on fit, and an age-appropriate aesthetic that meets the needs of both parents and kids, with new styles to be introduced each season.

The brand aims to offer older kids an opportunity to express their personal style through wearable, playful designs with comfort, movement, and a sense of fun.

Nick Jones, Kohl’s chief merchandising officer, said the line addresses a “white space” in the company’s active and athleisure offerings for younger generations.

“This assortment underscores our continued work to elevate proprietary brands that deliver trusted quality, relevant style, and incredible value for Kohl’s customers,” he added.

According to the chain, the launch marks the next chapter in the evolution of FLX, which was launched in 2021 and has become a standout in Kohl’s proprietary brand offerings.

FLX apparel for kids is available now on Kohls.com and in 300 stores, with plans to expand to more stores next year. Prices start from $14.99 up to $50, with boys’ sizes ranging from 8 to 20 and girls’ sizes from 7 to 16.

Kohl’s recently reported a 4.6 per cent decline in net sales for the fiscal first half.