Kohl’s to Open 400 More Sephora Store Concepts
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“Since our partnership with Kohl’s began, we’ve always had the intention to keep the Sephora at Kohl’s beauty assortment as relevant and similar to our freestanding Sephora stores as possible,” Artemis Patrick, Sephora’s executive vice president and global chief merchandising officer, said in the release. “We want every customer who comes to Sephora at Kohl’s to be able to discover new brands and find their favorites, just like they do at our other Sephora stores. The additions of these new brands to Sephora at Kohl’s demonstrate how we are continuing to bolster the assortment to bring the best experience to all of our new and existing customers.”
Kohl’s is expanding its relationship with beauty giant Sephora, adding an additional 400 store-within-a-store concepts to the partners' existing 200 locations.
The department store chain aims to have 850 Sephora at Kohl's experiences open by 2023. The new locations span 36 states, eight of which are new homes to the Sephora in-store experience at Kohl’s.
The concept mimics freestanding Sephora stores, spanning a 2,500-square-foot immersive beauty experience. Kohl’s aims to usher in beauty enthusiasts that frequent Sephora into its doors by offering a curated assortment of makeup, skincare, hair and fragrance brands, as well as clean beauty and self-care products. In addition, the shops will include Sephora-trained Beauty Advisors to provide beauty consultations and assist shoppers in finding the right products.
Kohl’s is not alone in launching in-store shops with a beauty retailer. Target partnered with Ulta Beauty for a similar partnership. The initiative began rolling out at 100 Target stores in the U.S. in 2021, with hundreds more locations opening in the coming years.
The partnership with Sephora has helped Kohl’s in “driving sales, bringing in new, younger and more diverse customers and enabling cross-category purchases across all lines of business,” the company said in a media release.
In addition to expansion with Sephora, Kohl’s also revealed plans to add six new beauty brands to its assortment this spring: Murad, Clarins, Jack Black, Living Proof, Versace and Voluspa.
Kohl's tapped influencer Melissa Flores last year to share a look at the new Sephora at Kohl’s experience, highlighting finds from popular beauty brands, including Rihanna's Fenty and Puig's Charlotte Tilbury. The retailer shared an eight minute video from Flores exploring the store to its YouTube channel back in September 2021.