Kohl’s on Tuesday (Feb. 15) revealed the 400 stores across 36 states from Alaska to Maine that will house Sephora at Kohl’s shops by the end of this year, bringing the number of Sephora at Kohl’s stores to 600, keeping the company on target to meet its goal of 850 such stores by 2023.
“The quick and vast rollout of Sephora at Kohl’s is a testament to how much we believe in this partnership and making prestige beauty more accessible to people everywhere,” said Doug Howe, Kohl’s chief merchandising officer, in the company announcement. “We’re excited to grow and bring this elevated beauty experience to more of Kohl’s existing and new customers this year.”
Sephora at Kohl’s, which was introduced in the fall, features a 2,500-square-foot, immersive beauty experience that mimics the look and feel of a typical Sephora store, including makeup, skincare, hair and fragrance brands and clean beauty and self-care products.
Sephora-trained beauty advisors offer personalized beauty consultations and assistance with finding products to Kohl’s customers, while testing and discovery zones feature a rotating assortment of new, emerging or trending products.
“Since our partnership with Kohl’s began, we’ve always had the intention to keep the Sephora at Kohl’s beauty assortment as relevant and similar to our freestanding Sephora stores as possible,” said Artemis Patrick, Sephora’s executive vice president and global chief merchandising officer.
“We want every customer who comes to Sephora at Kohl’s to be able to discover new brands and find their favorites, just like they do at our other Sephora stores,” she said. “The additions of these new brands to Sephora at Kohl’s demonstrate how we are continuing to bolster the assortment to bring the best experience to all of our new and existing customers.”
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Sephora at Kohl’s shops bring more than 100 brands to the 65 million U.S. Kohl’s customers. Sephora has several other partnerships in place, including a deal with Instacart for same-day delivery of beauty products.