Kohl’s reported that 250 of its stores would add 2,500-square-foot Sephora in-store shops in 2023, adding 250 shopping destinations to Kohl’s fleet of more than 850 and achieving the partnership’s initial planned goal announced when Sephora rolled out at Kohl’s.
“We are making great strides in building a formidable beauty business with the addition of Sephora at Kohl’s,” said Karen Daoust, Kohl’s senior vice president and general manager for Sephora at Kohl’s. “The completion of our 850 stores in 2023 is just the beginning as we look to expand Sephora at Kohl’s to all stores, enhance the customer experience and deliver prestige beauty to our customers across the country.”
In addition to expanding across more than 40 states, Sephora at Kohl’s will enter seven new states in 2023, including Arkansas, Idaho, Louisiana, Mississippi, New Mexico, South Dakota, and Utah, bringing Sephora at Kohl’s presence to 48 states.
In 2020, Kohl’s and Sephora announced a strategic partnership. In 2021, the companies introduced the first 200 Sephora stores, followed by 400 additional Sephora at Kohl’s locations in 2022. This year’s 250-store addition completes the planned execution of the initial partnership, and its early success serves as a foundation for the future growth of Sephora at Kohl’s.
As a result of the promising trajectory of the initial Sephora at Kohl’s stores, Kohl’s and Sephora announced in 2022 that the companies would further their partnership by expanding Sephora at Kohl’s presence to all Kohl’s, or more than 1,100 locations. As a part of the expansion, Kohl’s will open 50 smaller format Sephora shops by the end of 2023, with plans to roll out to the remainder of the chain by 2025.
The Sephora at Kohl’s partnership has proved mutually beneficial to both companies since the start of the venture.
Kohl’s projects that Sephora at Kohl’s will grow to achieve $2 billion in annual sales by 2025. In 2022, nearly 8 million Kohl’s customers purchased beauty products at Sephora at Kohl’s and approximately 50 percent of Sephora at Kohl’s baskets had an additional category purchased. Further, in the fourth quarter of 2022, total beauty sales increased by 90 percent. Kohl’s achieved high-single-digits percent comparable beauty sales growth in the 200 Sephora shops that opened in 2021 and better than expected beauty sales in the 400 shops that opened in 2022, with continued digital sales growth on Kohls.com.
Beauty brands in Sephora at Kohl’s have also seen the benefits of expanded reach and a new customer base. Strong momentum has also attracted new brands to Sephora at Kohl’s, with the recent additions of K18 and JVN Hair.
Photo courtesy Kohl’s
