After a rough year, Kohl's is expanding its Sephora outlets. Sephora is owned by Moët Hennessy Louis Vuitton (LVMHF). Kohl's opened Sephora shop-in-shops in 2021.
On March 22, the business announced intentions to build 250 more outlets, including Sephora shop-in-shops.
Kohl's full-sized departments will occupy 2,500 square feet of its store space. These outlets will increase Sephora shop-in-shops to 850.
“We are making significant efforts in developing a powerful beauty company with Sephora at Kohl's,” said Kohl's senior vice president and Sephora general manager.
“The completion of our 850 shops in 2023 is only the beginning as we aim to extend Sephora at Kohl's to all stores, enhance the customer experience, and give luxury beauty to our customers nationwide.”
Sephora and Kohl's compete with Target's 2021 Ulta Beauty shop-in-shop. Both merchants had shop-in-shops in the same year, but the predicted results were the same.
When built into stores, beauty and personal care firms swiftly increase their reach, and retailers may provide more personal care and beauty items to their customers.
According to a Kohl's press release, Sephora is projected to achieve $2 billion in sales by 2025, and 50% of Sephora tickets contain additional Kohl's goods.
Whether the consumers were Sephora or Kohl's customers is unknown, but the fact that they left with both companies' items shows the partnership's effectiveness.
Sephora left JCPenney for Kohl's. Sephora has stand-alone locations, but its goal is to become the beauty and skin care expert.
Even at Kohl's shop-in-shops, personnel are trained to provide individualized beauty consultations and help consumers choose the proper items.