From Alaska to Maine, the 400 stores will span 36 states and bring the current Sephora at Kohl’s location total to 600. Introduced in fall 2021, Sephora at Kohl’s features a 2,500-square-foot fully immersive beauty experience that mimics the look and feel of a freestanding Sephora. Each shop includes a curated assortment of makeup, skincare, hair and fragrance brands and is staffed by Sephora-trained Beauty Advisors. Testing and discovery zones serve up a rotating assortment of new, emerging and trending products.
The announcement of the expansion of Sephora at Kohl’s comes as the department store chain continues to battle with investors over the company’s path forward. The introduction of Sephora at Kohl’s has been a major part of transforming and simplifying Kohl’s entire store experience, and according to Kohl’s, it’s working. The retailer said the partnership was so far “succeeding on all fronts” in overhauling Kohl’s beauty business, bringing in new, younger and more diverse customers and driving cross-category purchases.
“We’re thrilled to be bringing Sephora at Kohl’s closer to millions more of our customers nationwide through this 400-store expansion,” said Doug Howe, Kohl’s Chief Merchandising Officer in a statement. “The quick and vast rollout of Sephora at Kohl’s is a testament to how much we believe in this partnership and to making prestige beauty more accessible to people everywhere. We’re excited to grow and bring this elevated beauty experience to more of Kohl’s existing and new customers this year.”
Beauty is one of the smallest portfolio categories across major U.S. department stores, and therefore a huge area of opportunity, according to Coresight Research.
In addition to the store expansion, Sephora at Kohl’s also is adding six new prestige beauty brands to its assortment this spring, including Murad, Clarins, Jack Black, Living Proof, Versace and Voluspa. “Since our partnership with Kohl’s began, we’ve always had the intention to keep the Sephora at Kohl’s beauty assortment as relevant and similar to our freestanding Sephora stores as possible,” said Artemis Patrick, EVP and Global Chief Merchandising Officer at Sephora in a statement. “The additions of these new brands to Sephora at Kohl’s demonstrate how we are continuing to bolster the assortment to bring the best experience to all of our new and existing customers.”