(Image Source: Retail Dive)
After putting their expansion plans on hold due to the pandemic outbreak, Sephora will be carrying out their expansion with over 200 stores, more than double what they had planned in 2020.
The plan will include 60 freestanding Sephora stores and 200 in Kohl’s. The strategy is to focus on neighborhoods, strip malls, lifestyle centers, and street locations. The idea is to increase their presence off-malls and make its products more accessible to every customer across the country. Freestanding stores will be opened in Pacific Northwest, states like Florida and Texas, and cities like Dallas, Austin, Los Angeles, and Nashville. Its locations in Kohl’s will start opening in Los Angeles, New York, New Jersey, and the Midwest.
To adapt to the current pandemic situation, Sephora will also launch an online channel and pick up in-store service, following their successful trial limited pick up in-store program earlier. The company also emphasized other strategies targeted at online beauty shoppers including its sales through Instagram Checkout, partnerships with Instacart, and installment payments through Klarna. Despite all that, the in-store experience will still be taken seriously.
“Sephora’s omni-business, which saw record online sales in 2020, remains a priority for the retailer, as beauty is one of the most interactive retail experiences and the in-store experience specifically is a critical part of shoppers’ journeys,” Sephora said in the release.