KOHL’S REVEALED PLANS TO EXPAND ITS SEPHORA AT KOHL’S EXPERIENCE BY ADDING 250 STORES
The Sephora at Kohl’s shops, provide a fully immersive beauty experience that closely resembles a standalone Sephora store.
Kohl’s has recently revealed plans to expand its Sephora at Kohl’s experience by adding 250 full-sized stores with a floor space of 2,500 square feet in 2023. This addition will bring the total number of Sephora at Kohl’s stores to over 850, which was the initial planned goal of the partnership.
According to Karen Daoust, Kohl’s senior vice president and general manager of Sephora at Kohl’s, this move is a significant step towards establishing a strong beauty business. The company plans to continue expanding Sephora at Kohl’s to all of its stores, improve the customer experience, and offer prestigious beauty products to customers across the country.
The Sephora at Kohl’s shops, provide a fully immersive beauty experience that closely resembles a standalone Sephora store. These stores offer a carefully curated collection of prestige makeup, skincare, hair, and fragrance brands.
Sephora-trained Beauty Advisors are available in all 850 stores to provide personalized beauty consultations and assist customers with product selection. While testing and discovery zones feature a rotating selection of new, emerging, or popular products
Furthermore, Sephora at Kohl’s is expanding to over 40 states, with plans to enter seven new states, including Arkansas, Idaho, Louisiana, Mississippi, New Mexico, South Dakota, and Utah in 2023.
This expansion will bring Sephora at Kohl’s presence to a total of 48 states.
The first 200 stores were introduced in 2021, followed by 400 additional locations in 2022. The recent addition of 250 stores in 2023 completes the initial planned partnership, which has been successful for both companies and sets the foundation for future growth of Sephora at Kohl's.
Given the promising results of the initial Sephora at Kohl's stores, Kohl's and Sephora announced plans to expand the Sephora at Kohl's presence to all of Kohl's 1,100-plus locations. Kohl's aims to open 50 smaller format Sephora shops by the end of 2023, with the plan to expand to the rest of the chain by 2025.
The Sephora at Kohl's partnership has proven beneficial for both Kohl's and Sephora. Kohl's estimates that Sephora at Kohl's will reach $2 billion in annual sales by 2025. In 2022, nearly 8 million Kohl's customers purchased beauty products at Sephora at Kohl's, and around 50% of Sephora at Kohl's baskets had an additional category purchased. In Q4 2022, total beauty sales increased by 90%. Kohl's achieved high-single-digit percent comparable beauty sales growth in the 200 Sephora shops opened in 2021. Also better-than-expected beauty sales in the 400 shops opened in 2022, with strong digital sales growth on Kohls.com.
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