RAMSEY, NEW JERSEY – AUGUST 20: Guests attend Sephora at Kohl’s Exclusive Store Launch on August 20, … [+]
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After starting with 200 stores in 2021, Kohl’s announced the company is on track to open 400 Sephora units in 2022 and 250 units in 2023. This will complete the planned opening of Sephora units by the end of 2023.
That is great news, since the Sephora at Kohl’s units are likely to attract young customers to the stores. The stores will have a separate outside entrance directly to the Sephora units. The new units will be in stores from Alaska to Florida.
The Sephora units are 2,500 square feet in size and require a new layout in the stores to accommodate the new partner. It gives customers a fully immersive beauty experience that copies the free-standing Sephora stores. The units feature signature Sephora experience with curated assortment of prestige make-up, skincare, hair and fragrance brands as well as innovation in clean beauty and self-care. Sephora trained beauty advisors offer personalized beauty consultations and assistance to finding the right product for customers.
Kohl’s is also adding new prestige beauty brands to its initial assortment. The new brands include Murad, Clarins, Jack Black, Living Proof, Versace and Voluspa. They will be joining beauty brands such as Rare Beauty, NARS, Charlotte Tilbury, Armani, Olaplex and Clinique and the Sephora Collection. Together they will make a powerful and attractive beauty assortment.
Artemis Patrick, Sephora’s executive vice-president and global chief merchandising officer said “we have always had the intention to keep the Sephora at Kohl’s relevant and similar to our free-standing Sephora stores as possible. We want costumers who come to Sephora at Kohl’s to be able to discover new brands and find their favorites”.
The move of Sephora from JCPenney to Kohl’s will benefit Kohl’s since it will attract more beauty customers to the store and encourage more shopping in the stores. The 600 units should be a major attraction this Christmas season. Kohl’s will announce the results of its fourth quarter 2021 on March 1, 2022.
POSTSCRIPT: Sephora’s strength is in the brands it features and managements promise to add new brands in exciting. Young brands are popping up all the time and they generate interest in the assortment. Kohl’s has over 1100 stores and it is easy to visualize additional Sephora at Kohl’s units in years to come.
