Several things, from its broad array of inventory to the layout of its stores.

For instance, many department stores carry a few national brands of women’s apparel and two or three exclusive, store brands. Kohl’s offers several national brands (Briggs, Harve Benard, Sag Harbor, Alfred Dunner, for example) and exclusive fashion lines by Daisy Fuentes, as well as other in-house women’s apparel brands. It applies that breadth of inventory to its other apparel departments as well, including men’s, juniors, children and maternity.

It also carries national lines for home furnishings, plus its own lines of Laura Ashley and Gloria Vanderbilt in bath and bedding. Estee Lauder sells an exclusive line of cosmetic and skin care products at Kohl’s.

In 2004, the company focused on making the stores easier to shop in. Aisle displays were eliminated and space between fixtures was widened, making aisles larger and easier to maneuver.

Large bright graphics and photos define shopping areas and products, so things are easy to find.

In its annual report, the department store defines its core customer as a busy mom who shops for herself, her home and her family.