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Kohl’s and Sephora announce long-term strategic partnership

Dec 23, 2020 United States
Kohl’s and Sephora announce long-term strategic partnership
Sephora plans to open 200 shops inside Kohl's locations by next fall, and to increase it to about 850 shops by 2023. Sephora will also launch on Kohl's website next year, offering more than 100 beauty brands
“The Kohl's and Sephora partnership will bring a transformational, elevated beauty experience to Kohl's from the top global name in beauty,” said Michelle Gass, Kohl’s Chief Executive Officer. “This new collaboration is an excellent example of two customer-centric, purpose-driven companies leveraging each other’s strengths to make aspirational beauty far more accessible to millions of customers all across the country. It’s an extraordinary time of change, and I am thrilled to partner with Sephora, a brand that shares our values and our passion for innovation and reinvention. Today’s announcement is a perfect illustration of the bold moves we are making at Kohl’s to accelerate our growth and reimagine our future for the next era of retail”, she concluded.

"Sephora at Kohl's" will be a fully-immersive, premium beauty destination, designed within a 2 500 square foot space and prominently located at the front of the store. When the first 200 locations open in Fall 2021, the Kohls.com online beauty selection will also convert to exclusively showcase an expanded assortment of Sephora's prestige product offerings. The partnership will expand into at least 850 stores by 2023. Sephora is the largest specialty beauty retailer in the world and will bring to the partnership more than 100 carefully curated beauty brands to Kohl’s 65 million customers across the US Kohl's, with a "deep focus of serving the everyday needs for the whole family, is reimagining and accelerating the company's ambition to be the most trusted retailer of choice for the active and casual lifestyle".

“At Sephora, delivering a strong client experience through passionate employees is at the heart of who we are, and we are thrilled to find a partner who shares this identity. This is not a pop-up collaboration, but an investment our brand partners can rely on for the long-term; as a company with a history of sustained decades-long partnerships, Sephora has every confidence in the future of this collaboration and the unique experiences it will bring to consumers across the US”, commented Jean-André Rougeot, President & CEO of Sephora Americas, concluding: “Our partnership will be built on expanding our complementary reach and scale in-store and online, creating customer-centric, prestige experiences, collaborating on new innovations, and living our shared values. We fully believe Kohl’s is the ideal partner to bring this vision to life.”

Sephora at Kohl's

Sephora has 500 of its 2 600 stores in the Americas and Kohl's has more than 1 150 locations in 49 states, serving 65 million customers. This combined offering of at least 850 Sephora at Kohl's locations by 2023 will draw new and younger customers to Kohl’s and will bring the Sephora experience to millions of new shoppers and existing members of the Sephora beauty community, who may not live close to a Sephora location. Sephora at Kohl’s shops will replace Kohl's current in-store beauty assortment and their positioning at the front of the store will provide maximum exposure for Sephora’s brand partners. Exterior signage at locations that feature the in-store shops will display both Kohl's and Sephora branding. These locations will be selected based on existing Sephora store proximity, market opportunity and customer insights. Online, the Sephora at Kohl's experience will launch on Kohls.com in Fall 2021, making Sephora the exclusive beauty partner on Kohls.com.

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