Kohl's Corp. is partnering with specialty beauty retailer Sephora to create a new beauty destination inside Kohl's stores, the companies announced in a news release Tuesday.
The Wisconsin-based chain plans to open 200 "Sephora at Kohl's" locations in the fall of 2021. Sephora will start selling online through the Kohl's website in 2021.
The new beauty destinations inside Kohl's stores will occupy about 2,500 square feet near the store entrance. The goal is to draw new and younger customers to Kohl's with the limited overlap of store locations. Kohl's has more than 1,150 locations in 49 states. Sephora has around 500 of its 2,600 stores in the Americas.
Sephora, a mall-based premium beauty retailer, will bring more than 100 beauty brands to its locations inside Kohl's stores. The new beauty department will be staffed by Sephora-trained associates.
The Sephora experience at Kohl's will replace the current in-store beauty department.
“This new collaboration is an excellent example of two customer-centric, purpose-driven companies leveraging each other’s strengths to make aspirational beauty far more accessible to millions of customers all across the country," said Kohl's Chief Executive Officer Michelle Gass in the news release.
Kohl's has said that its beauty business has experienced strong growth with sales increasing 40% over the last five years. Gass said in a conference call with investors last month that the company had plans to triple sales in the beauty category.
The plan is to have at least 850 "Sephora at Kohl's" locations by 2023, according to the news release.
"This is not a pop-up collaboration, but an investment our brand partners can rely on for the long-term; as a company with a history of sustained decades-long partnerships, Sephora has every confidence in the future of this collaboration and the unique experiences it will bring to consumers across the U.S.,” said Jean-André Rougeot, President & CEO of Sephora Americas in the news release.
The news comes after Target announced that it would launch Ulta Beauty "shop-in-shop" concept to 100 stores in 2021.
The Kohl's-Sephora collaboration does not affect the ongoing partnership between JCPenney and Sephora, begun in 2006, for Sephora to sell beauty products within JCPenney stores.
That plan will also be expanded soon, JCPenney said in a statement to USA TODAY. "We are developing a new, inclusive beauty concept that offers our customers a wide array of product," the statement said. "We look forward to unveiling this new concept – which will be enhanced by our Salon offerings to provide an improved Beauty experience."
Kohl's has reported slumped sales throughout 2020 because of the coronavirus pandemic and economic downturn. The retailer's net sales were down 25.9% from last year in the nine months ending Oct. 31. The retailer reduced its corporate workforce by 15% this fall.
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This article originally appeared on Milwaukee Journal Sentinel: Sephora at Kohl's: Retailers team up for in-store beauty experience