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By 2022, Kohl plans to set up 400 Sephora outlets

Short dive:

  • About a year after it ad that Sephora will open 850 stores in Kohl stores by 2023, on Tuesday the retailer announced that the next 400 locations will be open this year.

  • The opening covers 36 states, and by the end of 2022 the total number of Sephora stores in Kohl’s stores will increase to 600.
  • In addition to expanding the scope of the Sephora concept, companies are also adding brands to their range. Murad, Clarins, Jack Black, Living Proof, Versace and Voluspa will be available through the concept this spring.

Diving Insight:

Kohl’s partnership with Sephora, announced in December 2020, is expanding. The first 200 stores opened last fall with more than 100 beauty brands in the range, and the second phase will include the opening of 400 stores and additional beauty brands.

Kohl’s, who announced his Sephora deal among Fr. many other strategic partnerships in recent years, he says, in-store stores are operating. The introduction of Sephora at Kohl’s allowed the retailer not only to expand the beauty, but also opened up additional space in their stores to invest in everyday and active categories. However, the retailer did not provide specific indicators that would confirm the success of the concept.

“As long as the partnership is designed to succeed together, restructure Kohl’s cosmetics business, excite existing customers and attract new customers to Kohl’s, the first signs are that Sephora at Kohl’s will succeed on these fronts,” Kohl’s press release said. “As mentioned earlier, Sephora at Kohl’s has been a great start and boosted sales, attracting new, younger and more diverse customers, as well as allowing you to shop in different categories in all areas of business.”

Expanding the concept across the U.S. aims to make beauty more accessible to shoppers, and the next 400 stores will open Sephora at Kohl’s in eight new states in addition to increasing its presence in states where locations already exist. The most new stores are California, with 46 additional stores planned, followed by Ohio (30), Texas (26) and Illinois (26).

New Sephora stores will open in 2022

The number of Sephora at Kohl’s shop-in-shops opening in each state in 2022.

When it comes to the range, adding six more prestigious beauty brands is part of the company’s goal to offer products at different prices by joining the current range, which includes Charlotte Tilbury, Kiehl’s and Clinique.

“Since the beginning of our partnership with Kohl’s, we have always intended to keep Sephora’s beauty range at Kohl as relevant and similar to our Sephora stand-alone stores,” said Artemis Patrick, Executive Vice President and Global Director of Sephora Merchandising. “We want every customer who comes to Sephora at Kohl’s to discover new brands and find their favorites, as in our other Sephora stores.”

https://www.retaildive.com/news/kohls-plans-400-sephora-shop-in-shops-for-2022/618873/ By 2022, Kohl plans to set up 400 Sephora outlets

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