Kohl's Launches Creators Storefronts in Time for the Holidays

Kohl’s

Kohl's launched The Influencer Shop, a collection of creator storefronts featuring influencers such as Dani Schaffer, Gerald Fluellen, Candace Smith, and Liz Webber, just in time for holiday shopping.

Each creator now has a dedicated storefront showcasing their curated product recommendations. Additionally, each storefront provides information about the creator, including their social media handle, a short bio, repurposed social content featuring Kohl's products, and a button for creators and visitors to share the storefront easily.

Why It Matters: Kohl's is the latest brand to expand its partnerships with creators, offering them individual storefronts on its website—similar to other retailers such as Walmart, Amazon, Target, West Elm, J. Crew, and Instacart.

The surge in creator storefronts meet consumers' desire for curated recommendations from trusted individuals when they are in shopping mode. When consumers visit brand websites and product pages, they are often ready to make purchasing decisions, and recommendations from creators can influence their choices by helping them cut through a noisy e-commerce experience.

Participating in storefronts offers numerous benefits for creators. Creators get prominent placement on a brand’s owned channel, which can boost their credibility and reach. Because of this, creators will often promote their storefronts outside of any specific campaign deliverables, driving more value for brands.

Plus, there is often some compensation component for creators, such as receiving a commission for products purchased from their storefront.