ds

Kohl’s sales have been falling for 11 straight quarters, and shares have dropped 52% over two years|Mike Mozart|CC BY 2.0

Kohl’s CEO Tom Kingsbury admitted this week that missteps and wrong decisions caused a 9.3% drop in quarterly sales at stores open at least a year.

The company reduced popular private-label brands, fine jewelry and petite clothing sizes that upset shoppers.

Without help from Sephora shops inside Kohl’s stores, sales could have dropped even more.

Kingsbury, 72, will step down in January. Ashley Buchanan, currently CEO of Michaels, will take over. 

Kohl’s sales have fallen for 11 straight quarters, and shares have dropped 52% over the past two years.

To recover, Kohl’s is bringing back jewelry to 200 stores, expanding petite clothing options, and increasing private-label inventory, including brands like Sonoma and FLX.

Department stores face tough competition from online shopping and fast fashion, but Kohl’s sales have declined more than those of competitors like Macy’s and Nordstrom.