Kohl’s (KSS) has been one of the retailers that has been able to stay ahead of the fringe by keeping its stores open and coming up with ways to keep its brand fresh with customers. As Kohl’s heads into the holiday season, the retailer is adding a few key strategies that it hopes will keep it relevant in a dying brick-and-mortar culture.

One of the most significant changes that Kohl’s has undertaken is inking a deal with Amazon for the return of its e-commerce products. All Kohl’s stores are return points for Amazon, providing more foot traffic into stores for the retailer.

Beyond its Amazon arrangement, Kohl’s has introduced what it calls Curated by Kohl’s at 50 of its store locations. The curated shops offer six brands that Kohl’s is highlighting in-store and online in rotation and suggested by consumers.

Kohl’s has also launched the Outfit Bar in 50 stores as a test to entice customers to buy an entire outfit as seen on mannequins. This adds to its HGTV deal for private labels like Scott Living with “Property Brothers” stars Drew and Jonathan Scott as well as other new brands added to its stores such as the Ugg brand Koolaburra, and ED Ellen DeGeneres Pets collection.

The retailer is also growing its active-wear line and beauty product collection. The company has expanded its footprint for Nike and Under Armour products in 160 stores and is adding 100 additional Adidas pop-up shops, CNBC reported. It is also showcasing 20 top beauty brands in a beauty impulse area, the news outlet said.

Kohl’s missed the mark for Q2, reporting a slump in sales over analyst expectations. The company’s sales were $4.17 billion while same-store sales were down 2.9 percent.

Undiscouraged, Michelle Gass, Kohl’s CEO, said at the time of the Q2 earnings report, “We are confident that our upcoming brand launches, program expansions, and increased traffic from the Amazon returns program will incrementally contribute to our performance during the balance of the year and beyond.”

Shares of Kohl's stock were up 1.81 percent as of 2:51 p.m. ET on Tuesday.

Kohl's Customers leave a Kohl's store on Aug. 21, 2018 in San Rafael, California. Photo: Justin Sullivan/Getty Images