JCPenney to Replace Sephora Shops After Store Within a Store Deal Ends

Posted on June 10, 2017

In 2017 JCPenney announced an expanation of 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. This increase led to Sephora stores in over 570 JCPenney locations.

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.

Sephora Inside JCPenney

There have been stores inside JCP since 2006. Sephora offer this description:

Sephora began opening stores inside JCPenney in October 2006. Today, there are Sephora locations in over 574 JCPenney stores across the country. Utilizing a smaller footprint than a standard Sephora store, each one is located in the center of the JCPenney store and features the signature Sephora look and beauty assortment.

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."

Sephora Tries to Exit Deal

The deal between Sephora and JCPenney first started in 2009. In 2020, Sephora tried to pull out of its JCPenney deal and JCP filed a temporary restraining order to try and stop Sephora from leaving.

Sephora said in a statement, "We have been in active discussions with JCPenney regarding our agreement for some time. Although this is a sudden and unfortunate development, we are hopeful of continuing discussions and reaching an amicable agreement for both Sephora and JCPenney."

JCPenney to Replace Sephora with JCPenney Beauty

Sephora later cut a new deal with Kohl's for Sephora at Kohl's stores. JCPenney is replacing the Sephora store-within-a-store concept with a new feature called JCPenney Beauty. Cosmetics Business says the new cosmetics section at JCP will provide "mass, masstige, and prestige products as well as promote 'unique, authentic beauty.'"

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