Kohl’s is finally finding its footing after declining sales and messy stores devoid of inspiration had the retailer teetering on the brink of diaster. The Wisconsin-based retailer with 1,153 stores more than doubled its net income to $153 million last quarter, sending its stock up 20%. Known for racks of affordable clothes, shoes and home goods, Kohl’s credits a focus on going back to basics for their success. Addressing past mistakes, they reintroduced their petite section, revamped jewelry merchandising, focused on lower-priced and exclusive brand partnerships, and expanded its use of coupons. Their back-to-basics strategy mirrors many of the winners this earnings season, including Chili’s, Campbell’s Soup, Amazon, Hershey’s, Dollar General and Apple, which all saw major boosts after returning to what customers want. Meanwhile, Cracker Barrel continues to be in freefall, while Target's stock plummeted after offending conservative customers with Pride collections.
