The first batch of Sephora shops in Kohl’s stores debuted on Friday.
Both brands hope to win new customers with the partnership announced nine months ago. On Friday, four Kohl’s unveiled the new beauty departments of the Sephora brand. Another 73 will hit the market on August 20th. Ultimately, 400 locations are to be opened this year and at least 850 will be operational by 2023.
“You will have exactly the same experience that you would have in any other Sephora setting,” said Jean-Andre Rougeot, CEO of Sephora of Americas in an interview with CNBC in Kohl’s Ramsey, New Jersey. “I would say the quality of the store you see, the exclusivity and selectivity, is better than some of our own Sephora stores.”
Sephora has around 500 of its 2,600 stores in America.
While it’s an accomplishment to go from announcement to launch in less than a year, the Delta variant of Covid-19 is causing hotspots to flare up across the country and around the world. It’s a difficult time getting consumers to try cosmetics before buying, which has always been a key differentiator for Sephora.
There is also competitive pressure. Target also started its partnership with the cosmetics retailer Ulta Beauty in August with its first 100 shop-in-shops.
Target plans to open 800 Ulta shop-in-shops with an area of around 1,000 square meters and offer more than 50 prestige brands in the next few years. The Ulta Shop-in-Shops will not replace the current Target cosmetics range, but rather complement them.
“Beauty is a big industry, so there is room for a lot of players,” said Michelle Gass, CEO of Kohl’s, in an interview with CNBC. “Other than that, Sephora is the best. I mean, take a look at the store: 2,500 square feet, no detail spared … that brings top-notch beauty to the millions of Americans who had no access and convenience.” . “
For those who don’t have a store nearby, select Sephora products are sold on the existing Kohl website and can be added to customers’ shopping carts along with other Kohl items. Customers can also order Sephora products for pickup at their local Kohl store, whether or not they offer a physical shop-in-shop.
The new Sephora locations will replace Kohl’s previous beauty range and are located right in the front center of the store. There will be around 8,500 products from 125 renowned beauty brands, including skin care, hair care and fragrances.
While Gass expects the Sephora stores to bring new buyers to Kohl’s, she also said the offering will help bring beauty products to the department store’s 65 million existing buyers, 70% of whom are women.
Sephora will encompass 2,500 square feet within Kohl’s.
Each store sells 125 prestige brands and a total of around 8,500 items.
From names like Fenty to clean makeup brands like Ilia and Kosas. Sephora at Kohl’s will also highlight new and upcoming brands …
The next big thing
as well as the bestsellers of the beauty company.
A further 73 locations will open on August 20.
The companies plan to have 850 of these shops by 2023.
Here’s the full list of where they’ll be:
Sterling Heights, MI
Ramsey, New Jersey
Opening on August 20th:
Elk Grove, California
Seal Beach, California
Lone Tree, CO
Chicago Ridge, IL
Tinley Park, IL |
East Peoria, IL
West Springfield, MA
Shelby Township, Michigan
Apple Valley, MN
Kansas City, MO
Lee’s Summit, MO
Watchung, New Jersey
Paramus, New Jersey
Clifton, New Jersey
Turnersville, New Jersey
Massapequa Park, NY
Port Chester, NY
East Middletown, NY
Northern Canton, Ohio
Grove City, Ohio
Bethel Park, PA
Menomonee Falls, Wisconsin