October 21, 2004

“K”ashing in: Kohl’s hits the Bay Area by storm

By Kymberli W. Brady
Staff Writer

What is a five-letter word for the department store on Blossom Hill Road that begins with the letter K?

For some, Kmart would have been the initial response. But times have changed, and almost as quickly as the store that brandished the familiar red “K” slipped away earlier this year, a new “K” stepped in to fill the void.

But that’s where the similarities end. At 8 a.m. on Oct. 7, a new generation of Kohl’s department stores made their Northern California debut, with an 11-store simultaneous grand opening blitz in Brentwood, Colma, Fremont, Gilroy, Petaluma, Pleasanton, San Leandro, Vallejo and Santa Clara, along with two San Jose locations on Blossom Hill and McKee roads.

San Jose Mayor Ron Gonzales, along with City Councilmembers Nora Campos and Forrest Williams, participated in the McKee ribbon-cutting ceremony that welcomed one of the country’s fastest-growing retail corporations to the Bay Area. Kohl’s now operates 637 stores in 48 states, including 62 in California.

“This is an exciting day for Kohl’s and for Bay Area shoppers who will now have 11 convenient locations at which to enjoy the Kohl’s shopping experience,” said Regional Manager Dave Eske. “We look forward to serving Bay Area families by delivering well-known brands, value and convenience.”

The move added a much-needed shot in the arm to the local economy by creating 1,650 new jobs; more than 1,000 applicants interviewed for nearly 250 positions at the Blossom Hill Kohl’s.

According to Kuljeet Singh, personnel operations manager, the store anticipates an estimated $1-$1.5 million in sales during its first week.

“We’re expecting a good customer clientele,” he said. “They’ve been waiting for us to be here, and we’ve been waiting to come to the Bay Area for the longest time. We are glad to be here and are going to blow everyone else’s prices away.”

Touted as one of the most recognized in the nation for customer satisfaction, the family focused, value-oriented specialty department store offers an easy-to-shop layout, shopping carts that double as strollers, centralized checkouts and competitive pricing on national brand apparel, shoes, accessories and home products. Exclusive offerings include the new “apt. 9” line, Daisy Fuentes apparel, Laura Ashley Lifestyles Home, Flirt!, American Beauty and Good Skin.

Eager shoppers arrived as early as 6 a.m. to brave long lines that guaranteed free limited edition tote bags for the first 800 patrons. Some early risers, like San Jose resident Beverly Min were simply curious, while others, including Almaden Valley’s Laurie MacKelvie and her mother Ann Rasmussen, were simply happy to see a new store move in to the old familiar location.

“I like it; it’s really nice,” said Martha Alvarez, who took advantage of the early hour to shop before school with her daughter Vanessa, a fourth grade Almaden Elementary School student. “There are a lot of good deals and quality things.”

Internet access allows shoppers like Marilyn Entin to browse the store’s inventory before venturing to the store, while others, including Laura Bauer, knew exactly what they were coming for. “They had it, so I’m in and out,” said Bauer.

No stranger to the Kohl’s experience, Berryessa resident Phyllis Rodriguez knew what to expect after visiting the Folsom store. “I’m here for the sales,” she admitted. “They have great deals and good quality stuff.”
Friendly competition
Three days later, another discount icon launched a grand opening celebration across the street, when Target welcomed customers to its newest location as an anchor store for Westfield Shoppingtown Oakridge.

Although both retailers will compete for sales, customers said they were grateful to have an alternative that would spare them from what they called a “constant parking nightmare” at the mall.

“The parking makes a big difference,” said Morgan Hill resident Darlene Babcock and Almaden’s Kimberly Fazio. Both opted to take a day off from work to attend the opening. “We took vacation days to be here,” added Fazio.

Yet others say they will continue to shop at both stores, including MacKelvie and Rasmussen. “We’re forever walking every day,” said MacKelvie. “So parking isn’t really a problem.”

Kohl’s sees the logistics in a more positive light. “I’m excited to have Target opening,” said District Manager Jason Bittner. “It’s another retailer that will help draw people to the Blossom Hill/Santa Teresa area.”

Giving back
Kohl’s longstanding tradition of supporting local communities through Kohl’s Cares for Kids continues, with Bay Area efforts that look to raise $120,000 each year to support needed programs through quarterly fundraisers. Now underway, their first promotion includes three books by Karma Wilson titled “Bear Snores On,” “Bear Wants More” and “Bear Stays Up for Christmas”, along with five plush toys: a bear, rabbit, gopher, badger and beaver. All net profits from each $5 item will benefit the Lucille Packard Children’s Hospital at Stanford and the Children’s Hospital and Research Center in Oakland.

Kohl’s opened just in time for the holiday shopping season—a move that hopes to add another 4.5 percent or $220 million to its overall annual sales. While a $25 gift card purchase by Jay Beck from Willow Glen marked the first to hit the books at the Blossom Hill store, sales have been brisk across the board, according to Bittner.

“We’ve had great response from all our customers at all our stores,” he said. “We are well on our way to achieving all of our goals.”

For more information or a list of store location, visit http://www.kohls.com.