The beauty expansion at Kohl’s continues with 250 stores set to add full-sized, 2,500-square-foot Sephora at Kohl’s shops in 2023.
The beauty expansion at Kohl’s continues with 250 stores set to add full-sized, 2,500-square-foot Sephora at Kohl’s shops in 2023.
The east and west coasts of the United States will get a large proportion of the new Sephora at Kohl’s locations, but Texas gets the most new locations with 38, followed by California with 36 and Florida with 20. With the addition of 250 new locations, the total Sephora at Kohl’s partnership will reach 850 stores, achieving the initial planned goal of the rollout, according to Kohl’s.
The Sephora at Kohl’s partnership has been proving mutually beneficial to both companies, Kohl’s maintained. The company projects Sephora at Kohl’s will grow to $2 billion in annual sales by 2025. In 2022, nearly eight million Kohl’s customers purchased beauty products at in-store Sephora operations, and about half of Sephora at Kohl’s baskets had an additional category purchased. In the fourth quarter of 2022, Kohl’s total beauty sales increased 90%. The company reported it achieved high-single-digit percent comparable beauty sales growth in the 200 Sephora shops that opened in 2021, along with better-than-expected beauty sales in the 400 shops that debuted in 2022 and continued strong digital sales growth on Kohls.com.
The 850 full-sized Sephora at Kohl’s shops will feature a fully immersive beauty experience, as Kohl’s characterizes it, that imitates the look and feel of a freestanding Sephora store. Kohl’s shoppers who venture into the Sephora shops will find a curated assortment of prestige makeup, skincare, hair, and fragrance brands, as well as innovations in clean beauty and self-care. Sephora-trained beauty advisors provide personalized beauty consultations and product assistance, and testing and discovery zones serve up a rotating assortment of emerging or trending products.
Sephora at Kohl’s in 2023 will enter seven new states, 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 their strategic partnership to bring prestige beauty to millions of Kohl’s customers around the country. In 2021, the companies introduced Sephora to the first 200 Kohl’s stores in the rollout, followed by 400 Sephora at Kohl’s launches in 2022.
“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/general manager, 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.”
