J.C. Penney plans to expand its reach into new and smaller beauty markets with the opening of 25 new in-store Sephora destinations across the U.S., as of May 1, said the company. It will also expand six of its pre-existing Sephora boutiques, all of which offer consumers a variety of skin and facial care appliances, among its beauty and fragrance inventory.
J.C. Penney and Sephora began their exclusive partnership in 2006. To date, there are more than 500 stores that host a full-service Sephora destination.
“Sephora is not only an important part of our center core strategy, but also a differentiator that helps set us apart from the competition,” said Ivy Spargo, svp and general merchandise manager for Sephora inside J.C. Penney. “With the addition of these locations, we are providing clients with a unique and compelling in-store beauty experience, while generating a wealth of cross shopping appeal.”
J.C. Penney explained that each Sephora location is 2,200 to 2,600 square feet and prominently places it within the center of the store, which offers a unique open-sell environment. The company also said that the expanded locations will now average 3,000 square feet to host Sephora merchandise as well the Sephora Beauty Studio, which offers consumers mini-makeovers.
“Working with J.C. Penney has proven to be a valuable partnership that represents one of our largest growth initiatives in the U.S.,” said Satish Malhotra, evp for Sephora inside J.C. Penney, Canada and Latin America. “With our one-of-a-kind beauty collaboration, we are able to reach more markets where Sephora does not exist and introduce prestige makeup, fragrance and skin care brands that may not be available in many of these cities.”