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Shop Success by Design

Kohl's CEO has had a success story to tell, as others in the retail business struggled through 2009.

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Editor's Note: Each year, the weekly business newspapers published by Portfolio.com parent American City Business Journals anoints their executives of the year. This year, Portfolio.com presents profiles of the top execs from cities including Milwaukee, San Francisco, Baltimore, Minneapolis, and Dallas. Today, the series continues with an in-depth look at Kohl's Corp. CEO Kevin Mansell from Milwaukee.

Kevin Mansell refuses to take credit for Kohl’s Department Stores’ continued success during the recession.

The Menomonee Falls, Wisconsin-based retail giant’s corporate philosophy is that any achievement results from a team effort, and placing an executive on a pedestal is against Kohl’s “quiet company” internal culture. But there’s no denying that Mansell has strategically led Kohl’s Corp. as CEO this year when the company posted continued profits, a healthy stock price, and even growth.

Kohl’s ranked as the rare retailer besides discounters such as Wal-Mart and T.J. Maxx to thrive this year with the country in the midst of the worst economic downturn in decades. Mansell’s seamless move into the CEO’s office has enabled the company to build on its position as the store where increasing numbers of Americans shop for value, but not necessarily at cut-rate prices.

For his efforts and Kohl’s success over the past year during the economic downturn, Mansell has been chosen as Executive of the Year for 2009 for the Milwaukee area by the Business Journal of Milwaukee.

Mansell, 57, a white-haired St. Louis native, was president of Kohl’s Corp. for a decade before succeeding Larry Montgomery as CEO in August 2008.

Mansell said the company’s performance this year is by design. Kohl’s executives and board view recessions as opportunities to gain market share.

“Forget about the downturn, this is a great chance to really widen the gap between Kohl’s and the other guys,” Mansell said. “The numbers are saying we’re achieving some success in that regard.”

Indeed, the numbers quantify Kohl’s strong 2009.

While many national retailers are in the red, Kohl’s increased its net income by 2.2 percent through the first three quarters of the year. Total sales for the year are up 3.1 percent, while same-store sales are down a mere 0.7 percent.

And while most retailers are cutting back or, at best, holding steady, Kohl’s opened 56 stores in the past year, most notably moving into shuttered Mervyn’s stores in California and the Southwest. The company remodeled 51 stores throughout the country this year—the most ever.

Investors continue to like Kohl’s prospects as its stock price never suffered the embarrassing lows of most companies in March and has recovered nicely to the mid-50s this week.

Despite the recession, Kohl’s continues to invest in its stores, adding exclusive product lines, including LC by Lauren Conrad, noted Erika Maschmeyer, an analyst with Milwaukee-based Robert W. Baird & Co. Inc. The foundations of Kohl’s strategy were set long before Mansell became CEO, but he’s played an executive role for decades and a major role this year, she said.

“He’s been a huge player—I do give him a lot of the credit,” Maschmeyer said.

Jay Baker, who was Mansell’s predecessor as Kohl’s president and served on the board until 2007, said he is proud of Mansell and the company’s accomplishments.

Baker said Mansell has a calm leadership style that has served the company well during the worst retail environment in decades.

“He’s doing a phenomenal job,” Baker said. “I can’t think of a better person to lead Kohl’s in these difficult times and in the future.”

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