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The first batch of Sephora stores at Kohl’s stores debuted on Friday.
The two brands hope to attract new customers with the partnership, which was announced nine months ago. On Friday, four Kohl’s unveiled the new beauty departments for the Sephora brand. 73 more will be deployed on August 20. Ultimately, the goal is to open 400 locations this year and at least 850 by 2023.
“You have the exact same experience that you would enjoy in any other Sephora environment,” said Jean-André Rougeot, CEO of Sephora for the Americas in an interview with CNBC at Kohl’s Ramsey, New Jersey. “I would say the quality of the store you see, the high end, the selectivity, is better than some of our own Sephora stores.”
Sephora has approximately 500 of its 2,600 stores in the Americas.
While it’s a feat to go from announcement to launch in less than a year, the delta variant of Covid-19 is causing hot spots to burst across the country and around the world. It’s a tough time to get consumers to try cosmetics before they buy, which has always been a key differentiator for Sephora.
In addition, there is competitive pressure. Target launches its partnership with cosmetics retailer Ulta Beauty in August as well as its first 100 shop-in-shops.
Target plans to open 800 Ulta shop-in-shops of approximately 1,000 square feet over the next few years, offering more than 50 premium brands. Ulta shop-in-shops will not replace Target’s current cosmetic offering, but will complement it.
“Beauty is a big industry, so there is room for a lot of gamers,” Michelle Gass, CEO of Kohl’s, told CNBC. “That being said, Sephora is the best. I mean, look at the store: 2,500 square feet, no detail was spared… it brings premium beauty to the millions of Americans who haven’t had access. , the commodity .”
For those who don’t have a store nearby, some Sephora products will be sold on Kohl’s existing website and can be added to customer carts along with other Kohl items. Customers will also be able to order Sephora products for pickup at their local Kohl’s store, whether it’s a physical store or not.
The new Sephora locations will replace Kohl’s previous beauty selection and are located just inside the front center of the store. There will be approximately 8,500 products from 125 premium beauty brands, including skin care, hair care and fragrances.
While Gass expects Sephora stores to attract new buyers to Kohl’s, she also said the offering will help bring beauty products to the department store’s 65 million existing shoppers, 70 percent of whom are retailers. women.
Sephora will span 2,500 square feet within Kohl’s.
There will be 125 premium brands and approximately 8,500 total items sold in each store.
From names like Fenty to own makeup brands like Ilia and Kosas. Sephora at Kohl’s will also highlight new and upcoming brands…
Next big thing
Source: Kohl’s
as well as the beauty company’s bestsellers.
Bestsellers
Source: Kohl’s
73 other locations will open on August 20.
Companies expect 850 of these stores by 2023.
Here is the full list of their location:
Open Friday:
Sterling Heights, Michigan
Woodbury, Minnesota
Ramsey, New Jersey
Brookfield, WI
Opening August 20:
Elk Grove, California
Alameda, California.
Ontario, California
Redlands, California
Chino, California
Lakewood, California
Seal Beach, California
Ménifée, California
Murrieta, California
Lonely tree, CO
Thornton, CO
Aurora, CO
Greeley, CO
Jacksonville, Florida
Woodstock, Georgia
Chicago Ridge, Illinois
Bourbonnais, IL
Tinley Park, Illinois |
Woodridge, Illinois
Rockford, IL
East Peoria, Illinois
Indianapolis, IN
Clive, IA
Florence, Kentucky
Danvers, MA
West Springfield, Massachusetts
Seekonk, MA
Dartmouth, MA
Westland, Michigan
Roseville, Michigan
Township of Shelby, Michigan
Lapeer, Michigan
Walker, Michigan
Duluth, Minnesota
Apple Valley, Minnesota
Kansas City, Missouri
Lee’s Summit, MO
Watchung, New Jersey
Paramus, New Jersey
Clifton, New Jersey
Turnersville, New Jersey
Shirley, New York
Jericho, New York State
Massapequa Park, New York State
Port Chester, New York
East Middletown, New York
Liverpool, New York
Depew, New York
Amherst, New York
Fayetteville, North Carolina
Wilmington, North Carolina
Fargo, North Dakota
Mentor, Ohio
Northern Township, Ohio
Holland, Ohio
Grove City, Ohio
Fairborn, Ohio
Yukon, okay
Havertown, Pennsylvania
Harrisburg, Pennsylvania
Easton, Pennsylvania
Bethel Park, Pennsylvania
Pittsburgh, Pennsylvania
Summerville, South Carolina
Burleson, Texas
Woodbridge, Virginia
Beckley, West Virginia
Menomonee Falls, WI
Janesville, WI
Madison, WI
Ashwaubenon, WI
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