JCPenney expands its in-store partnership with Sephora to 70 new locations

By

Emily Jensen

Published
Apr 24, 2017

Now, more beauty junkies across the country will be able to access Sephora’s diverse beauty products at their local JCPenney. The department store chain, which has had a partnership with the beauty retailer since 2006, announced it will open 70 new Sephora inside JCPenney locations and expand 32 of its existing Sephora outposts.
 

With these new stores and expansions, JCPenney will be taking a big step forward with its Sephora collaboration. According to Marvin R. Ellison, chairman and CEO of JCPenney, the retailer’s relationship with Sephora has provided it with a huge advantage of its competition. “Since establishing the first Sephora inside JCPenney over 10 years ago, beauty has become a formidable growth strategy that makes our brick and mortar stores a dynamic and inspiring place to shop,” Ellison said in a statement announcing the Sephora expansion.
 
Aside from the 70 brand new Sephora inside JCPenney locations, 32 existing Sephora establishments will increase in size by almost 50 percent. The expanded space will accommodate more products and services, such as Benefit Brow Bars. JCPenney currently sells more than 50 cosmetics brands through its Sephora outposts, including Nars, Urban Decay and Laura Mercier.

In addition to the physical expansion, JCPenney will add new features to its online Sephora shop. More diversified products will be available on JCPenney.com, and the retailer will add a feature allowing shoppers to interact with a Sephora beauty consultant.
 
To promote the continued partnership between the retailers, JCPenney will hold a special Mother’s Day event across select stores, which will include free skin and hair consultations for clients.
 
Satish Malhotra, executive vice president and chief operating officer of Sephora Americas, says the beauty retailer is excited to expand its partnership with the department store. “As we celebrate 10 years together, we look forward to serving more markets that we have not yet reached, inspiring our new and existing clients to learn, play and get inspired by beauty.”