In a bold leadership move shaking up the U.S. retail landscape, Ashley Buchanan has been appointed the new CEO of Kohl’s in early 2025, following the sudden departure of former CEO Tom Kingsbury. The transition comes at a time when Kohl’s is navigating slumping sales, evolving consumer habits, and increasing pressure to reinvent its identity in a fast-changing retail world.
Ashley Buchanan, known for his sharp focus on strategy and efficiency, enters this role with high expectations and a full agenda. His appointment signals more than just a change in leadership—it marks the start of a major corporate realignment.
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Why Ashley Buchanan? A Closer Look at His Background
Ashley Buchanan is no stranger to large-scale retail transformations. Before joining Kohl’s, he led Michaels Companies as CEO, where he spearheaded a successful e-commerce overhaul and operational streamlining that stabilized the brand during the pandemic-era turbulence.
Buchanan’s earlier roles at Walmart and Sam’s Club further solidify his reputation. Over more than a decade, he held various executive positions, overseeing merchandising, omnichannel expansion, and team restructuring. That combination of digital savvy and retail discipline makes him uniquely qualified to lead Kohl’s during this turbulent time.
His core leadership traits—clarity, accountability, and team empowerment—have earned him a reputation as both a strategist and a modernizer.
Ashley Buchanan’s Game Plan for Kohl’s
The incoming CEO wasted no time laying out his vision. Within days of stepping into the role, Ashley Buchanan revealed an ambitious restructuring plan focused on three critical areas:
1. Organizational Streamlining
- 10% of corporate positions are being eliminated.
- Most cuts are targeted at open or duplicative roles.
- Goal: reduce inefficiencies and redirect funds toward innovation.
2. Store Optimization
- 27 underperforming locations will be closed by spring 2025.
- Kohl’s aims to double down on top-performing regions and redesign remaining stores for a modernized layout and experience.
3. Reconnecting with Shoppers
- Product lines like fine jewelry and petite apparel are making a comeback after being discontinued last year.
- Buchanan promises a sharper focus on what Kohl’s customers actually want—and what competitors lack.
This strategy blends tough cost decisions with consumer-driven product and service adjustments. It’s a rebalancing act between cutting fat and adding value.
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The Reality Buchanan Inherits
Taking over Kohl’s now isn’t for the faint of heart. Ashley Buchanan steps into a scenario filled with headwinds:
- Sales Slump: Net sales dropped nearly 9% in the most recent quarter.
- Brand Confusion: The retailer has struggled to define its place—neither fast-fashion nor department-store elite.
- Stock Drop: Shares tumbled throughout 2024, eroding investor confidence.
Adding to that, internal reports showed low morale in corporate offices after Kingsbury’s restructuring missteps, including the removal of customer-favorite categories and underwhelming performance in seasonal promotions.
Still, Buchanan sees opportunity in adversity. “We can’t fix yesterday. But we can absolutely reshape tomorrow,” he told employees in an internal memo during his first week.
Ashley Buchanan’s Message to Employees and Shoppers
One of Buchanan’s first major acts was to address both internal staff and external customers.
He assured employees that while hard decisions are being made, they are being done with the future in mind. His transparency and directness have already started rebuilding trust inside the company.
To customers, he had a simple message: “We hear you. We missed the mark. We’re listening—and we’re changing.”
He also promised more personalization in the online shopping experience, better loyalty program features, and in-store product experiences aligned with shopper behavior data.
What Industry Insiders Are Saying About Ashley Buchanan
The appointment has drawn praise and skepticism in equal parts.
Supporters say Buchanan is exactly the kind of outsider-insider hybrid Kohl’s needs—a veteran with fresh eyes. His work at Michaels and Walmart proves he can manage massive inventory systems and execute bold transitions.
Critics argue the challenges at Kohl’s are systemic and not easily solved by leadership swaps. They worry about alienating long-time staff through job cuts or alienating customers through product shifts.
But Buchanan seems unfazed. According to close sources, he believes retail survival depends on boldness: “Safe won’t save us.”
Kohl’s Under Ashley Buchanan: What to Expect Next
As the first quarter of 2025 unfolds, here’s what retail analysts are watching under Buchanan’s leadership:
| Focus Area | Expected Impact |
|---|---|
| Inventory Rebalancing | Increase stock of in-demand categories; cut dead weight |
| Digital Expansion | Smarter e-commerce algorithms, personalized marketing |
| Labor Efficiency | Leaner corporate teams, faster execution cycles |
| Market Positioning | Clearer message: value-driven fashion for middle America |
Ashley Buchanan’s challenge is not just to revive sales, but to re-ignite passion—for customers, employees, and investors alike. That’s no easy feat in a post-pandemic, digitally dominant retail economy.
The Final Word: All Eyes on Ashley Buchanan
The coming months will be pivotal. With new leadership comes new accountability—and the pressure to deliver is already mounting.
But if Ashley Buchanan’s track record holds true, Kohl’s may well emerge from its fog into a more focused and resilient future. His decisions in the next 90 days could shape the next decade for one of America’s most recognizable retail names.
There’s no script for this kind of turnaround. But Buchanan seems ready to write his own.