THE WHAT? Sephora has announced a long-term strategic partnership with Kohl’s, which will see the prestige retailer open mini shops inside Kohl’s stores.
THE DETAILS Named ‘Sephora at Kohl’s’, the 2,500 square-foot mini stores will be fully immersive with 200 locations set to open by fall 2021, with the partnership expanding into at least 850 stores by 2023.
The partnership, which replaces a collaboration with JCPenney said to be ending in the next few years, will be in place of current beauty offerings at Kohl’s, with trained Sephora staff manning the mini stores.
Jean-André Rougeot, President & CEO of Sephora Americas, said, At Sephora, delivering a strong client experience through passionate employees is at the heart of who we are, and we are thrilled to find a partner who shares this identity. 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.”
THE WHY? The deal follows that of Sephora’s rival Ulta Beauty moving into Target stores next year, indicating a clear rise in the evolution of the premium beauty retail space to appeal to a wider, more diverse audience.
Rougeot continued, “Our partnership will be built on expanding our complementary reach and scale in-store and online, creating customer-centric, prestige experiences, collaborating on new innovations, and living our shared values. We fully believe Kohl’s is the ideal partner to bring this vision to life.”