H&M vs. Kohl's: Which brand should you buy? [2026]

H&M is a global fast-fashion retailer focused on delivering trendy, affordable clothing with a modern aesthetic, appealing to younger, style-conscious shoppers. Kohl's, in contrast, is an American department store known for its value-oriented approach, offering classic apparel, home goods, and national brands for the entire family, often with significant discounts through coupons and Kohl's Cash.

Let's break down everything you need to know to choose the right retailer for your shopping needs.

H&M: The Trend-Driven Fashion Retailer

H&M is a powerhouse in the fast-fashion world, celebrated for its ability to bring current runway trends to the mass market at highly accessible prices. The brand targets a youthful demographic that wants to stay on top of the latest styles without a major financial commitment. H&M frequently updates its collections with statement pieces, basics, and high-profile designer collaborations, making it a go-to for fashion experimentation.

• Product mix: Offers a wide variety of clothing for men, women, teenagers, and kids, alongside footwear, accessories, and a home goods line. Known for its mix of essentials, trend-forward pieces, and Conscious Collection focused on sustainability.
• Price point: Very affordable, with basic tops and tees starting around $10, jeans around $30, and jackets or dresses typically falling in the $50-$70 range. It's a prime destination for building a fashionable wardrobe on a budget.
• Quality: Quality can be inconsistent, which is common with fast fashion. Basic items and pieces from their Conscious Collection tend to be more durable, while some trendier items may not be built for long-term wear.
• Sizing/Fit: Sizing often runs true-to-size but can occasionally run small or vary between collections. It's always a good idea to consult their size chart and read item-specific customer reviews before purchasing.
• Sustainability: H&M has public-facing sustainability goals, including its Conscious Collection made from eco-friendly materials and an in-store garment recycling program that offers customers a discount.
• Sales: Features a permanent "Sale" section on its website and holds major seasonal sales. Their loyalty program also offers members-only discounts and rewards.

H&M is the ideal choice for shoppers who prioritize current fashion trends and affordability, offering a vast and constantly changing selection.

Shop H&M: hm.com

Kohl's: The Family-Friendly Department Store

Kohl's is a quintessential American department store that serves as a one-stop shop for families. The brand's core strategy revolves around value, convenience, and a broad product selection. Kohl's attracts shoppers with its aggressive promotional strategy, which includes constant sales, stackable coupons, and the popular Kohl's Cash rewards program, making it a favorite for budget-conscious families and bargain hunters.

• Product mix: Carries apparel, footwear, and accessories for the entire family, plus an extensive selection of home goods, beauty products, small appliances, and toys. It features a mix of private-label brands like Sonoma Goods for Life and exclusive brands like Simply Vera Vera Wang, alongside national brands such as Levi's and Nike.
• Price point: Prices are affordable to mid-range, with most apparel items under $50. However, the sticker price is rarely what customers pay, thanks to frequent sales events, coupons, and Kohl’s Cash that dramatically lower the final cost.
• Quality: Quality is generally reliable and durable, especially within their well-known private label and exclusive brands. The clothing is designed for everyday wear and holds up well for practical, family-oriented life.
• Sizing/Fit: Sizing is consistent and reliable across most of its brands. Kohl's offers an extensive range of sizes, including dedicated petite, plus, and tall sections, making it easier to find a great fit.
• Rewards program: The Kohl's Rewards program and Kohl's Cash are major draws. Shoppers earn Kohl's Cash for every designated amount spent during certain periods, which can then be used as cash toward future purchases.
• Return policy: Kohl's offers a very flexible and generous return policy, further enhancing its customer-friendly shopping experience.

Kohl's is perfect for value-driven shoppers focused on classic styles and everyday essentials for the whole family, with a savings strategy that's hard to beat.

Shop Kohl's: kohls.com

H&M vs. Kohl's Comparison

Price Comparison

H&M generally offers lower everyday baseline prices, especially on trendy, fashion-forward items. You can easily find stylish tops for $15-$25 and dresses under $40. It's built for immediate affordability.

Kohl's may have slightly higher initial prices, but its real value lies in its promotional model. By stacking percent-off coupons with Kohl's Cash rewards, shoppers can often achieve a final price that is significantly lower than the tag price. For wardrobe staples and bigger shopping trips, Kohl's can often provide deeper overall savings.

Quality & Materials

The fast-fashion cycle means H&M's quality can be hit or miss. Some items are designed to last a single season, while their basics and Conscious Collection pieces are often made with more durable and sustainable materials. The focus is delivering style at a low cost, which can sometimes come at the expense of longevity.

Kohl's clothing is typically designed for durability and everyday use. Their private label brands like Sonoma and Croft & Barrow offer dependable quality that holds up well through repeated wear and washing. While it may not feel luxurious, it's consistent and practical.

Style & Aesthetic

H&M is all about what's current. Its aesthetic is modern, youthful, and often minimalist, pulling directly from European style trends. You'll find slim cuts, bold patterns, and of-the-moment silhouettes. It is the destination for shoppers wanting to look like they're in tune with the latest fashion movements.

Kohl's focuses on a more classic and versatile American style. The aesthetic is broader, catering to a mainstream audience with timeless casual wear, business-casual options, and comfortable activewear. The styles are less about high fashion and more about practical, easy-to-wear pieces for everyday life.

Fit & Sizing

H&M's sizing can be inconsistent. While it generally runs true-to-size, many shoppers find that certain pieces, particularly those with a more tailored European cut, run small. Checking the specific product measurements and reviews is recommended.

Kohl's excels in this area, offering consistent sizing across its brand portfolio and a comprehensive range that includes petite, plus, and tall sizes. It is a more reliable option for shoppers who struggle to find their size elsewhere or who prefer a more predictable fit.

Sustainability & Ethics

H&M is very public about its sustainability efforts. With initiatives like the Conscious Collection, which uses materials like organic cotton and recycled polyester, and an in-store garment recycling program, the brand is actively trying to address the environmental impact of its fast-fashion model. This makes them a more visible choice for eco-conscious shoppers.

Kohl's has corporate sustainability goals focused on waste reduction and responsible sourcing, but these initiatives are less prominent in its product marketing. The focus is more on corporate responsibility rather than offering specific eco-friendly product lines to the consumer in the same way H&M does.

Which One Should You Choose?

The right choice really depends on what kind of shopper you are. Both retailers offer excellent value but cater to distinct needs and styles.

Choose H&M if:

• You want to experiment with the latest fashion trends without a big investment.
• You have a modern, youthful sense of style and prefer slim, European-inspired cuts.
• You are shopping for a specific trendy item for an event or season.
• You prioritize brands that offer visible eco-friendly and sustainable clothing collections.

Choose Kohl's if:

• You are a value-driven shopper who loves stacking coupons and earning rewards on purchases.
• You are buying everyday basics and classic wardrobe staples for the entire family.
• You need consistent and inclusive sizing, including petite, plus, or tall options.
• You want a one-stop-shop for clothing, footwear, and home goods.

Frequently Asked Questions

Is H&M or Kohl's cheaper?

H&M typically has lower initial sticker prices on individual trendy items. However, Kohl's can often be cheaper overall for larger hauls, thanks to its powerful combination of sales, stackable percent-off coupons, and Kohl's Cash rewards.

Which has better quality clothes?

Kohl's generally offers more consistent and durable quality for everyday wear. H&M's quality varies, its basics are often reliable, but some of its trendier fashion pieces may not be made to last beyond a season.

Does H&M sizing run small?

Yes, H&M clothing, particularly pieces with a more tailored fit, can run small compared to typical American sizing. It's always best to check the online size guide and customer reviews for each specific item.

What kind of brands does Kohl's sell?

Kohl's carries a mix of private label brands (Sonoma, Croft & Barrow), exclusive lines with designers (Simply Vera Vera Wang), and popular national brands like Levi's, adidas, and Nike.

Is H&M considered fast fashion?

Yes, H&M is one of the largest fast-fashion retailers in the world, known for quickly producing affordable clothing that reflects current trends. However, it is also one of the more vocal brands about its efforts to improve sustainability within that model.

How does Kohl's Cash work?

During specific promotional periods, shoppers earn a certain amount of Kohl's Cash (e.g., $10 for every $50 spent). This credit can then be spent on almost anything in the store during a subsequent redemption period. It acts like a temporary gift card or coupon.

Which store is better for professional workwear?

Kohl's offers a larger selection of classic, business-casual workwear through brands like Croft & Barrow and Apt. 9. While H&M has blazers and trousers, its selection is often trendier and better suited for a more fashion-forward or creative office environment.

Do both stores have good sales?

Yes, but their sale strategies differ. H&M focuses on seasonal sales and a dedicated markdown section. Kohl's has a near-constant cycle of sales events and promotions, encouraging repeat visits to take advantage of new deals.