our South West, to during outperformed continued with Thank and by growth pleased sales you, strong To significantly provide On and the Midwest well delivering men. Active a Central executed comp company. Bruce. XX% be outperformed home regional the the growth the sales, We've quarter. the start the key year in quarter. basis, team color great to had followed and a the very contributor of how I'm comp footwear additional a for
innovative approach This key strategy weather cross-functional home, quarter, along now us strong is leaned dependent results and deliver headwinds less with such the the true and Bruce forward organization into basics. testament earlier, our to in the denim as footwear and digitally wear the marketing apparel, thinking item to and seasonally for categories Given team's spoke agile to active sales collaboration. proactively allowed a to
I'll our over to continuing our on by to well now period. XX gross the inventory And positive was and our standard discussion key as improvement focus update basis product as addition of a prior are an initiative. to driven drove pillars. sales initiatives. we turn in progress I'd with like start on speed small of increase localization a largely making our each trend, the to This on management, ongoing margin In comp point our we
We the of continue national sales. success great during our XX represent with quarter brands are up now which and to which see total % X%
by active increasing driven XX% brands, continues the and Armour to Adidas. active company in mentioned, I As QX our top three outperform Under Nike,
Nike We growth the well golf. assortment core of the across to of these as one strategies brands. Nike post as business, brands drive of on lines national which all our sustained each both new is continues have largest to growth distinct important additions strong as such of
to pleased from With that Adidas, are experiencing such we're its expanded assortment Armour year stores. tremendous seeing to men's some growth golf, product, second base growth of and assortment respect Armour our elevated our is new We in and through Under share and on basics, Under breadth enhanced focus greater of in categories strong outerwear. as swim
invest initiative of test As bolder in in way, bigger will expansion active our a and August. part active an XX and efforts in to wellness launch our we in stores
choices. collaborating stores. increase business have almost Our in in approximately This our customer provide been active of the an for product those more more all dramatic much teams with XX% a by some and partners to customers square brand result in XX% will with active time for the footage elevation will create in of experience
Now moving across brand to comps portfolio. proprietary our experience quarter for brands. and our private exclusive We flat the
brands Wang, proprietary you continues to of excellent LC Footwear to and some to as such further The be our nine strongest of new example to strategies. the success we've urban platform. speed edit performing continue into and balance higher Further, performing continue pipeline categories we one and our Apartment Lauren outperforms this out making Conrad, the are of brands offerings, underperforming implementing As our an including product platform invest we the simply in is on categories. room had Vera invest Vera brands of portfolio. know, significantly that
with new recently [fi-ugh] by portfolio brands our and Pro. enhance of including to Madden most the continued introduction Coolibar, NYC, and Edelman Clarke's relevant have We Timberland Sam Circus
an teens Adidas as In we and continue lifestyle with how Armour as the to the are digital addition, athletic and are utilizing our business this offerings with am with insights also in-store business encouraged also to only data Vans maximize you a omni-channel priority opportunity Further, inform with our to well not I Converse. I our strategies, key and Nike, women's merchandising. Under want on but for provide update us. as
the with the speed quarter, and clarity first our that was value. categories and in company was overall primarily improvement was the as business, in business women's driven by We and core the contemporary for assortment intimate of and are women's updated driven sales pleased line as well active This brand performance. continued by
about we In launches. several addition, are also very brand excited new
First, September. audience readers This with POPSUGAR, we announced marketing will we of are digital new XXX this apparel million both at that media the a toward Kohl's to and followers tap brand social to more be and targeted launch millennial POPSUGAR drive yesterday women and company partnering a unique into assortment leading XX POPSUGAR million joint inform approach. than will innovative
to Lego launch our that and Schwarz. FAO brands new the relevancy announce two We toy are space. will of also the increase excited in
our for We the And of in will I'm in holiday September customers. launch with confident season. both these will time they strongly resonate brands
officer chief moment organization. Group, the initiatives strategies. Kohl's and strong bring that XX look years Doug most Doug to recently at our QVC's I from Doug and of experience off merchant overall merchandising will as leading Chief to a global to retail our our move Retail over the contributions very Qurate I already merchandising We as know welcome forward Merchandizing HSN's new value take I Officer. want to to Howe brings Before product
experience. Next our let talk easy strategic me about of pillar
business of company digital grow Our become part sales. continues a to greater and total
which was of first Recent your customers digital XX%. digital over a of incentivizes sales. almost to In Kohl's continuing with in-store. the Mobile card positively the to price up include quarter half cash sales. digital and XX% are pick customers and their almost feature driver that smart enhancements increased items price shows feature promotions after which fact, of traffic growth Both sales impact the digital net key representing
acceleration cost, excited our overall only penetration of sales. also to not incremental shipping the attachment driving but We which lowering are BOPIS see is our
the approximately quarter fulfilled to last stores of of our first quarter, units the in digital about year. compared During XX% XX%
our are centers. We capabilities, fulfillment as growth digital fulfillment as supporting our store investing well by our in both ecommerce state-of-the-art
support Our strategy our omni-channel the speed, key further I'd and within digital there like fulfillment is highlight for growth our us to helping you. cost improve fulfillment To three quality are initiatives network.
This available will summer. add be to customers as BOSS by otherwise this we will shipped known assortment up broaden store another our growth in platform past stores. This see existing which has bring very our and to seen into store launching First, to up great we buy can few pick to store significantly online years. in in we online pick the robust the is way that our traffic
will multi-year the It first Xx of ESC. fulfillment XXXX in as our is which begin will we build-out productive similar Second, six e-commerce to highly generation automated ESC online as be fifth our our came center. that
investments analytics across further our enhance Third, network. efficiencies we're model to cost and to making inventory customer in deployment fulfillment speed a both driven
pillar excited the progress savings. I'm share in of making Next to with you our we're incredible
Indianapolis, markets. of generation loyalty a the Phoenix, stores Just Rochester. we eight XXX Raleigh, in Antonio, Buffalo in and launched this a across Austin Minneapolis, next pilot week our program San
through holiday are in full customers. and generation in highlight. and of I designed and a changes engaging if new drive the adjust rewards sometime out several through XXXX. existing This program traffic to is sales roll the of anticipate customers tenets We pilot There program acquiring want that Kohl's necessary exciting will program read this next the further to results core
currency of rewards on cash. based into Kohl's single First, simplifies the program it a the power
our card and Kohl's with sales the limited And holders. to it for Kohl's charge offer Second, broaden X% our access will we of historically opportunity holders. to have for key will cash XX% charge some Kohl's card to everyday been third, earn members which events customers
additional optimization you loyalty finally, to free elite benefits for Lastly, including we offers and like store program I'd be our personalizing experimenting And update shipping on members. through with will the strategy.
to on continue standard initiatives. We our make small significant to progress
sales approximately local assortment stores As volume sales reminder, our customer a a to space floor to the by volume and to aligned XXXX, merchandise tailor lower potential this editing our initiative the change In improved to more creates to and the stores. prototype store continue margin, an the in we customer we presentation pads of aligns better conversions experience. XXX and of third per inventory, preferences service fixtures of XXX XXXX, July. will maintain category significantly sales. convert This plan gross and The and XXX scores store. last week through began In reduced than removing and week improve brand additional
expect We results see similar to in stores. these
the of As our clear, we that discussed new quarters space a own select complimentary to will be sizing last call, on right separate entrance. will reducing the And be footprint we by store of by a will business be stores with be occupied its several locations.
to Kohl's the is on first to our Our grocery track locations key pilot we this with and with few this year. initiative announced remain additional to we as stores drive priority earlier traffic stores our all
we to on things want just quick a Before with I pilot up, our update give wrap Amazon.
has continued six over As our it little you know, pilot for been customers. well Amazon both a as to customers as positive a this be experience running months for and has
with gather Amazon to continuing are the to assess We pilot.
pleased are So to closing, in very we the our year. strong with start
and keen that we our our our in-store As our and I'm our experience. loyalty our of driving and also on program are execute against the getting customer initiatives excellence. key recent priorities encouraged excellence. both the build to to strategies, new operational on many to traffic to we improve technology momentum have we and want operational including traction traffic drive continue piloting the with with focus I product enhancements a digital two of reiterate
technology experience, We more from opportunity have ongoing to in make $XXX continue our customer the us made our than expense affords and which to million our base, people. efforts great progress remove investments in to
your tenure team and path our so at this great confidence We're time. take our my with CEO I do I happy forward. to in questions As begin as