JCPenney Adds Sephora Shops to 70 More Locations

Posted on June 10, 2017

Sephora inside JCPenny

JCPenney is expanding its Sephora store-within-a-store deal. The retailer says it plans to add Sephora shops to 70 more JCPenney locations. It will also expand 32 existing Sephora shops.

Marvin R. Ellison, chairman and CEO of JCPenney, says in a statement, "Creating a best-in-class beauty experience in stores is one of our biggest advantages over the 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."

The Sephora inside JCPenney shops offer over 50 brands. They also offer client services, such as Benefit Brow Bars. The expansion will included adding over 800 consultants to the Sephora stores inside JCPenney locations. JCPenney says it also plans to add an online feature that will enable clients to book a custom makeover with a Sephora beauty consultant.

Satish Malhotra, executive vice president and chief operating officer of Sephora Americas, says, "We are exceptionally proud of our Sephora inside JCPenney partnership. JCPenney is a powerhouse retailer, and we are excited to share the Sephora experience with even more JCPenney customers this year. 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."

Beauty consultant at Sephora inside JCPenny

Image: JCPenny