U.S. department store chain Kohl’s will start selling the Apple Watch at 400 of its 1,100 stores, beginning November 15.
The news comes shortly after rival chain Macy’s announced that it will start selling the Apple Watch at 180 of its stores. Interestingly, Kohl’s will differ from many other retailers by not selling the Apple Watch in its electronics section, but instead in its activewear and wellness category.
“We’re not launching it as an electronics partner,” Michelle Gass, Kohl’s chief merchandising and customer officer, told Fortune. “We were positioning this as an active and wellness device.”
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In stores, the Apple Watch will be displayed in 4-foot diaplay fixtures, staffed by Kohl’s employees. Ten different models of Apple Watch will be stocked.
Although we’ll have to wait to find out the full impact of the Apple Watch Series 2, shipments of the Apple Watch have reportedly taken a nose-dive recently. According to analysts at IDC, during this year’s third quarter Apple shifted just 1.1 million units — compared to 3.9 million units this time last year.
This is in line with the overall smartwatch market, which fell 51.6 percent during Q3. Only Garmin and Samsung saw growth during the period, while Lenovo and Pebble joined Apple as the recipients of declining demand.
With that said, Apple products always do very well around Thanksgiving and the holiday season. If there’s ever a time for Kohl’s to start selling the Apple Watch, this is it!
