Sephora shops will take over cosmetics business at Kohl’s
Sephora will be replacing all cosmetics areas at Kohl’s with 2,500-square-foot shops, starting with 200 locations in the fall of next year.
It will expand to at least 850 stores by 2023, the companies announced Tuesday.
It is the second major partnership announced this month that pairs a department store with a national cosmetics retailer, with both navigating an unrelenting pandemic.
Earlier this month, Target said it would be opening Ulta Beauty shops in more than 100 stores next year.
Retailers have recognized that Americans are consolidating trips away from the house to reduce potential exposure to the coronavirus.
The Sephora’s online beauty experience will launch on Kohls. com in the fall of 2021. The deal upends Sephora’s 14-year exclusive relationship with J.C. Penney, which filed for Chapter 11 bankruptcy protection in May. It will emerge from bankruptcy after closing about a third of its stores.
The Penney partnership is set to wind down in early 2023, said Jean-Andre Rougeot, CEO at Sephora USA. Penney said its developing its own cosmetics area to replace Sephora when that agreement ends.
The 10-year partnership between Sephora, a division of LVMH Moët Hennessy Louis Vuitton SE, and Kohl’s stands to benefit both retailers as the coronavirus pandemic upends shopping habits.
Kohl’s, based in Menomonee Falls, Wis., has struggled during the pandemic and is looking to draw new and younger customers. The partnership will help Kohl’s reach its goal of tripling cosmetics and beauty sales, said CEO Michelle Gass.