The opening of Sephora shop-in-shop stores in Kohl’s has been a bonanza for the US department store chain. The retail stalwart has attracted one million new customers since the partnership was launched last August.
The world’s largest specialist beauty chain previously partnered with JCPenney, another US department store chain, before signing with Kohl’s. Last year, 200 Sephora concept stores were rolled out in Kohl’s locations and this year 400 more were added across 36 US states.
In 2023, 250 more shop-in-shop stores will debut in Kohl’s, taking the total to 850 by year’s end.
But there are bigger plans on the horizon. Last week, the two partners announced that Sephora will expand its presence to all of the 1165 stores in the Kohl’s network. The target being to achieve US$2 billion in sales by 2025.
In a return to the days when beauty was the jewel in the crown of most department stores, Kohl’s is betting heavily on the Sephora partnership.
It’s already paying off. The original 200 Sephora stores launched in Kohl’s delivered a high single digit uplift to their locations compared to the rest of the network.
In its most recent guidance for full year sales and targets, Kohl’s expects its 2022 net sales to fall 5 to 6 per cent. So the future looks promising.
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