Kohl’s, a leading omnichannel retailer, has announced its plans to open 400 new Sephora at Kohl’s shops in 2022. This expansion is part of a long-term retail strategic partnership between Kohl’s and Sephora, a French multinational beauty retailer, which aims to establish a fully immersive, premium beauty destination in Kohl’s stores across the nation. By the end of 2022, there will be 600 Sephora at Kohl’s locations nationwide, with the goal of reaching 850 locations by 2023.
The partnership between Kohl’s and Sephora began in 2020, with the goal of bringing prestige beauty products to millions of Kohl’s customers. The first 200 Sephora at Kohl’s stores were introduced in 2021, followed by the planned 400 additional locations in 2022. This collaboration allows Sephora to re-establish its foothold in suburban areas, while Kohl’s benefits from introducing more consumers, especially new and younger ones, to its brand.
“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. “The quick and vast rollout of Sephora at Kohl’s is a testament to how much we believe in this partnership and 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.”
The Sephora at Kohl‘s shops have been successful since their launch, with Kohl’s acquiring more than 1 million new customers since August 2021. Customers who shop at Sephora at Kohl’s visit more frequently than the average Kohl’s customer, contributing to the growth of a new base of engaged beauty customers. In 2021, Kohl’s achieved high-single-digits percent comparable beauty sales growth in the 200 Sephora shops that opened, and better than expected beauty sales in the 400 shops opened in 2022, with continued strong digital sales growth on Kohls.com.
Each Sephora at Kohl’s shop features a 2,500 square foot space that mimics the look and feel of a freestanding Sephora store. Customers can explore a carefully curated assortment of prestige makeup, skincare, hair, and fragrance brands, as well as innovations in clean beauty and self-care. Sephora-trained Beauty Advisors offer personalized beauty consultations and assistance with finding products, while testing and discovery zones showcase a rotating assortment of new, emerging, or trending products.
The partnership between Kohl’s and Sephora has proven to be mutually beneficial, with Kohl’s projecting that Sephora at Kohl’s will grow to achieve $2 billion in annual sales by 2025. As the collaboration continues to expand, both companies look forward to reaching more customers and providing an exceptional beauty shopping experience across the United States.
Jeanel has 15 years of retail, marketing and brand management experience. She has started an ecommerce business in 2019, after working in corporate retail and real estate as a senior managing director and former consultant. She's traveled all over the world, speaks at world renowned trade shows and events, holds a Bachelor’s of Commerce (B.Comm) and a Certificate in Commercial Real Estate. You can connect with her on Linkedin.