Kohl’s is going full force on its store-in-store partnership with Sephora, recently announcing that it will be adding another 250 beauty stores within its locations in 2023 alone. This will total 850 stores — the company’s initial goal for the Sephora rollout.
The full-size, 2,500-square-foot Sephora store within Kohl’s offers personalized beauty consultations, testing and discovery zones, emerging products, and more.
With this expansion, the company introduces its Sephora footprint to seven new states, including Arkansas, Idaho, Louisiana, Mississippi, New Mexico, South Dakota, and Utah — which means a presence across a total of 48 states.
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The company first initiated the launch of the partnership in 2020, beginning its rollout with 200 stores in 2021 and then adding 400 locations in 2022. Since then, Kohl’s reports significant success.
In 2022, for example, nearly 8 million customers purchased Sephora beauty products at Kohl’s, and about 50% of Sephora at Kohl’s baskets had an additional category purchased. And in the fourth quarter of last year, total beauty sales increased 90%. Kohl’s predicts that the partnership will achieve $2 billion in annual sales by 2025.
The end goal is to add Sephora to all of Kohl’s 1,100-plus locations. As part of this strategy, Kohl’s is opening 50 smaller format Sephora shops by the end of 2023, and any remaining rollouts will occur by 2025.
“We are making great strides in building a formidable beauty business with the addition of Sephora at Kohl’s,” said Karen Daoust, Kohl’s senior vice president, general manager, Sephora at Kohl’s. “The completion of our 850 stores in 2023 is just the beginning as we look to expand Sephora at Kohl’s to all stores, enhance the customer experience and deliver prestige beauty to our customers across the country.”