JC Penney has started to trial a smaller version of its popular Sephora store-in-store format, according to a report published by Fortune.
The bijoux 350 sqft boutiques would enable the US department store to extend the Sephora concessions to its smaller outlets. Expanding the number of Sephora Inside JC Penney locations forms a core part of the retailer’s strategy for growth beyond 2017.
Current Sephora inside JC Penney shops occupy 2,200 sq ft to 2,600 sq ft, with the largest spanning 3,000 sq ft. There are currently 574 Sephora locations within JC Penney stores.