Kohl's: Proprietary Brands And Value Are Driving This Company Forward (Rating Upgrade)

Kohl's is upgraded to a buy after a better-than-feared Q1 and a 20% post-earnings rally, despite being down 20% YTD. Key categories—women's, kids, and home decor—are showing positive comp sales, supporting the case for a fundamental rebound. KSS's value focus, proprietary brands, and broad national footprint position it for upside in a challenging macro environment.