Sephora has built up an outstanding reputation for innovative and disruptive strategies to fast-track global growth.

The LVMH-owned global beauty chain announced the largest expansion of its US network in February. The company will open 260 new outlets – 60 standalone and 200 concept boutiques within the Kohl’s department store chain – by the end of this year.

Sephora will end its 15-year partnership with JCPenney stores in the US at the end of 2022. Its new agreement with Kohl’s will overlap, leading to the opening of a total of 850 Kohl’s store-in-stores by the end of 2023.

In Europe, Sephora has announced a new long-term partnership with Zalando, the Germany-based fashion giant, in a bid to “reinvent how consumers shop beauty online”.

The team-up will start in Germany in the last quarter of the year and roll out across Europe next year.

Sephora will gain access to Zalando’s 42 million active users in 20 European markets for its thousands of products across 300 prestige and exclusive beauty brands.

Zalando is the most successful online fashion platform in Europe. According to David Schneider, co-CEO, beauty represents a huge and exciting opportunity for us, with the online beauty market still largely untapped in Europe.

“As a one-stop destination for fashion and lifestyle, we want to empower and inspire Zalando customers to find the perfect choice of fashion and beauty in one space and at the same time give our brand partners a platform for their digital success,” he adds.

Martin Brok, President and CEO of Sephora, confirmed that the partnership illustrates the company’s ambition to relentlessly innovate and delight our customers better than anyone else.

Zalando is no stranger to beauty and already sells more than 13,000 products from more than 350 beauty brands. The mass and masstige brands on the platform will continue to be sold separate from the Sephora-designated space. 

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