Kohl’s is a major retailer known for carrying clothing, home goods, and other general merchandise. Many collectors may be surprised to learn that Kohl’s also sells baseball cards. For over two decades, Kohl’s has partnered with major card manufacturers like Topps and Panini to offer baseball cards and related trading card products.
This unlikely partnership began in the late 1990s. While other department stores focused on clothing and homewares, Kohl’s sought to draw in male shoppers with a baseball card section. They struck a deal with Topps to sell current year baseball cards in Kohl’s stores nationwide. Shoppers could find packets, boxes, and fat packs of the latest Topps series alongside affordable jerseys and other sports items.
The move was a success. Casual collectors, especially fathers and sons, enjoyed perusing the card aisle together during shopping trips. Many former players have recounted fond memories of finding their rookie cards for sale at Kohl’s. For Topps, it was a major opportunity to reach new audiences outside of traditional hobby shops and mass retailers. Over the years, Kohl’s card selection expanded to include past season retro sets, non-sport trading cards, magazines, and storage supplies.
In addition to standard card packs and boxes, Kohl’s works with manufacturers to produce exclusive collector’s items. Some examples include factory sets only available through certain “Kohl’s Cares” charity initiatives. Another popular exclusive was a 2011 Topps Giants World Series commemorative card pack. Limited print runs of special parallels signs by players have also been Kohl’s exclusives over the years.
As the collecting hobby evolved, so too did Kohl’s offerings. In recent years they’ve broadened their partnerships beyond Topps to include licenses from Panini, eTopps, and other digital trading card companies. Shoppers can now find various on-trend sports like soccer, basketball, and football represented alongside the traditional baseball focus. Kohl’s locations may have NHL, NFL, and NBA trading card blaster boxes, hangers, and singles for sale on any given product release.
For serious collectors, Kohl’s has also sold higher-end memorabilia. In partnership with Steiner Sports Memorabilia, they’ve offered autographed baseballs, jerseys, bats, and photos. These premium items tend to be found in larger “Kohl’s Football Headquarters” or “Kohl’s Baseball Central” sections of bigger stores. Careful collectors can sometimes find original artwork, rare autographed cards, and unopened wax boxes from past decades there as well.
The bread-and-butter of Kohl’s card business remains current season casual collections. On opening weekend of the MLB season, stores stock full cases of the latest Topps Series 1 blasters, hangers, and jumbo packs. Given Kohl’s national retail presence, it provides easy in-person access for families across the country. Their consistent product has helped onboard generations of new young card collectors over the last 25+ years.
For manufacturers, the partnership is also very advantageous. Kohl’s powerful retail presence exposes brands to wider audiences. Millions of shoppers who may never step foot in a card shop can spontaneously pick up a pack. This continuous branding and promotion undoubtedly helps drive overall sales. Both Kohl’s and the trading card companies have benefited tremendously from their long-running relationship.
Going forward, it will be interesting to see if Kohl’s card selection evolves further. As digital cards rise, they may expand into more blockchain-based NFT sports products. Their buyers have also shown enthusiasm for related collectibles like graded vintage cards, autographs, and unique memorabilia. No matter the future innovations, Kohl’s commitment to baseball cards and sportscards has already left an indelible mark after 25+ years of partnerships and new hobbyists.
