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Replacing Kohl’s existing beauty offering online and in-store, Sephora will open outposts in 200 Kohl’s stores in autumn 2021, with a view to expand to at least 850 locations by 2023. The shop-in-shops will be staffed by Sephora-trained sales advisors and stock an edit of over 100 brands.
The announcement follows news of a similar tie-up between Target and Ulta in November, as big-box essential retailers become strategic distribution networks for the beauty and personal care market. This isn’t Sephora’s first long-term retail partnership: since 2009, the beauty store has had a deal with JC Penney, which is just emerging from bankruptcy with plans to close hundreds of stores.
