Kohl’s Corporation (KSS): This Retailer Has Four Major Problems

The company promises “expect great things,” where are they?

I’ve been watching Kohl’s Corporation (NYSE:KSS) for over a year, and there is clearly something wrong with the company’s strategy. The stores are generally nice and well put together, most people enjoy shopping there when they go. As I was thinking about the company, there were two things that struck me.

First, Kohl’s online presence is virtually non-existent. I’m not suggesting they don’t offer online shopping, but they are one of the few retailers to say almost nothing about how their online sales are doing. I don’t remember the last time I heard of someone ordering something online from Kohl’s, and that’s probably not a good sign.

Second, I realized that the comments I’ve heard about Kohl’s Corporation (NYSE:KSS) are something along the lines of, “great sale prices.” My wife and pretty much everyone we know love Kohl’s sales, but without the sale, their deals aren’t that great. As proof that these are issues, consider that while the majority of Kohl’s peers are reporting same-store sales, the company is reporting declines. For a growing concept, this company isn’t growing like it should be.

I’m not sure Kohl’s management knows their competitive position

Kohl’s Corporation (NYSE:KSS) faces significant competition from both ends of the price spectrum. On the one hand, they compete with stores like Macy’s, Inc. (NYSE:M). Macy’s, Inc. (NYSE:M) has high margins, and is usually known for their service.

Part of the reason for Kohl’s Corporation (NYSE:KSS) same-store sales challenges is their cost structure. This is the second issue facing the company;

they are spending too much on selling, general, and administrative expenses. Take a look at the difference in gross margin and SG&A expenses at the different chains: