Retail Dive: Kohl’s Unveils Plans to Add 400 Sephora Stores in 2022

(Image Source: Kohl’s)

Kohl’s and Sephora are right on track to open 850 shops-in-shops at Kohl’s stores by 2023. Adding to the first 200 stores in 2021, 400 more locations are getting a beauty makeover this year. From Alaska to Florida, the openings will span across 36 states in the United States.

The partnership, which was first announced in December 2020, is already benefiting all parties involved. For starters, the introduction of Sephora to Kohl’s units has made beauty more accessible to shoppers. On the retailer side, Kohl’s has been able to appeal to a younger audience and has had many more opportunities for expansion into the casual and active categories as a result of the deal.

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“As a partnership designed to drive joint success, overhaul Kohl’s beauty business, excite existing customers and bring new customers into Kohl’s, early indications show that Sephora at Kohl’s is succeeding on these fronts,” said Kohl’s in a recent press release. “As previously disclosed, Sephora at Kohl’s is off to a great start and has been driving sales, bringing in new, younger and more diverse customers, and enabling cross-category purchases across all lines of business.”

Kohl’s is also planning to add new prestige beauty brands to its current assortment that includes Kiehl’s, Clinique and Charlotte Tilbury. The aim is to offer the same wide selection of products at different price points as the freestanding Sephora stores. “We want every customer who comes to Sephora at Kohl’s to be able to discover new brands and find their favorites, just like they do at our other Sephora stores,” stated Artemis Patrick, Executive Vice President and Global Chief Merchandising Officer at Sephora.

Source: Kohl’s plans 400 Sephora shop-in-shops for 2022

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