The 400 new shops add to the 200 locations already in place between the two retailers. Kohl’s aims to have 850 Sephora shop-in-shops by 2023.The new locations span 36 states, eight of which are brand new homes to Sephora at Kohl’s.
The shop-in-shops mimic freestanding Sephora stores, featuring a 2,500-square-foot, fully immersive beauty experience. Kohl’s aims to bring in customers through its doors who know the beauty retailer, with a curated assortment of makeup, skincare, hair and fragrance brands, as well as clean beauty and self-care. In addition, the shops feature Sephora-trained Beauty Advisors to provide beauty consultations and assistance with finding products.
Kohl’s is not alone in launching a shop-in-shop concept with a beauty retailer. Target partnered with Ulta Beauty for a similar partnership, with 100 stores featuring the shop-in-shop concept.
The partnership with Sephora has helped Kohl’s in “driving sales, bringing in new, younger and more diverse customers, and enabling cross-category purchases across all lines of business,” the company said in a press release.
In addition to adding hundreds more locations with Sephora, Kohl’s also announced it is adding six new beauty brands to its assortment this spring: Murad, Clarins, Jack Black, Living Proof, Versace and Voluspa.
“Since our partnership with Kohl’s began, we’ve always had the intention to keep the Sephora at Kohl’s beauty assortment as relevant and similar to our freestanding Sephora stores as possible,” Artemis Patrick, Sephora’s executive vice president and global chief merchandising officer, said in a statement. “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. The additions of these new brands to Sephora at Kohl’s demonstrate how we are continuing to bolster the assortment to bring the best experience to all of our new and existing customers.”