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MILWAUKEE — Kohl’s Corp. announced it is adding 250 full-size Sephora at Kohl’s locations this year.
With the expansion, the partners will reach their initial goal of introducing the 2,500-square-foot Sephora at Kohl’s shops at more than 850 Kohl’s locations.
Kohl’s also said it expects to have 50 smaller-format Sephora at Kohl’s shops in its stores by year’s end.
“We are making great strides in building a formidable beauty business with the addition of Sephora at Kohl’s,” Karen Daoust, Kohl’s senior vice president and general manager for Sephora at Kohl’s, said in a statement.
Kohl’s and Sephora USA Inc. in 2020 announced a strategic partnership aimed at bringing prestige beauty to millions of Kohl’s customers around the country through a rollout of 850 Sephora at Kohl’s stores over three years. In 2021, the companies introduced the first 200 stores, followed by 400 additional Sephora at Kohl’s locations in 2022.
Kohl’s said the stores’ early success serves as a foundation for future growth of Sephora at Kohl’s.
Already in 41 states, the partnership expects this year to put Sephora at Kohl’s in seven additional states — Arkansas, Idaho, Louisiana, Mississippi, New Mexico, South Dakota and Utah.
The 850 full-size Sephora at Kohl’s shops feature a fully immersive beauty experience that mimics the look and feel of a freestanding Sephora. Within all Sephora at Kohl’s locations, customers can explore the signature Sephora experience with a carefully curated assortment of prestige makeup, skin care, hair and fragrance brands, as well as innovations in clean beauty and self-care. In all 850 stores, Sephora-trained beauty advisors offer personalized beauty consultations and assistance with finding products, while testing and discovery zones serve up a rotating assortment of new, emerging or trending products.
The Sephora at Kohl’s partnership has been proving mutually beneficial to both companies since the start of the venture, Kohl’s said in announcing the 2023 expansion plans. Kohl’s projects that Sephora at Kohl’s will grow to achieve $2 billion in annual sales by 2025. In 2022, nearly 8 million Kohl’s customers purchased beauty products at Sephora at Kohl’s, and approximately 50% of Sephora at Kohl’s baskets had an additional category purchased. Further, in the fourth quarter of 2022, total beauty sales increased 90%. Kohl’s achieved high-single-digits percent comparable beauty sales growth in the 200 Sephora shops that opened in 2021, and better-than-expected beauty sales in the 400 shops opened in 2022, with continued strong digital sales growth on Kohls.com.
Beauty brands found in Sephora at Kohl’s are also seeing the benefits of expanded reach and a new customer base. Momentum has attracted new brands to Sephora at Kohl’s, with recent additions of K18 and JVN Hair products.
