More First Looks
Sephora is readying the first of its in-store beauty shops inside Kohl’s stores.
The companies plan to bring the “Sephora at Kohl’s” experiences to at least 850 Kohl’s stores by 2023, with about 70 of the first ones opening Aug. 20 in two dozen states. There will be 200 of the retail experiences open this fall.
The spaces measure more than 2,500 square feet and offer around 125 hair, fragrance, makeup and skincare brands. They’re staffed by Sephora-trained associates (known as “beauty advisors”) to provide personalized customer service, and Sephora purchases made at Kohl’s stores and on its website are eligible for Sephora’s Beauty Insider rewards benefits.
The two companies are also integrating their e-commerce experiences so Sephora.com shoppers can locate nearby Sephora and Kohl's locations with the beauty products available.
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Kohl’s operates more than 1,100 stores in 49 states, while Sephora has more than 500 stores in the Americas. Jean-André Rougeot, president and CEO of Sephora Americas, noted during the initial announcement last year that these not pop-up collaborations but rather a long-term brand partner investment. It is winding down a similar relationship it had with JCPenney.
“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,” said Rougeot.
Another retail/beauty collaboration scheduled to open this month include the Target and Ulta shop-in-shops. As with the Kohl’s/Sephora collaboration, these too will be manned by specially trained associates.