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JCPenney to add more in-store Sephora locations

RBR Staff Writer Published 26 April 2017

American retailer JCPenney said it will add 70 new Sephora shops in its locations and expand 32 already operating shops.

Sephora beauty concessions were introduced by JC Penney in 2006.

The in-store concessions of Sephora of usually 2,600ft2 have an inventory of makeup, fragrances, skin and haircare brands.

With the addition of new concessions, Sephora can be found across 650 JCPenney stores during the course of the year.

Sephora Americas executive vice president and chief operating officer Satish Malhotra said: “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.”

As far as expansion of 32 Sephora concessions is concerned, plans are to increase their size by nearly 50% to display more products and client services. In 25 new and existing Sephora concessions, JCPenney will be introducing Benefit Brow Bars.

JCPenney CEO Marvin R. Ellison said: "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.

"We are also taking an omnichannel approach to shopping Sephora inside JCPenney by strengthening our technology and infrastructure to reach new beauty customers through JCPenney.com.”

JCPenney will also recruit 800 additional beauty consultants throughout its chain to provide advice on color trends, skincare and grooming solutions for its customers.

Earlier in the month, JCPenney announced rebranding of 50 additional in-store salons to The Salon By InStyle as part of a reinvention program of more than 750 of its salons in the US.


Image: A JCPenney store in northeast Houston, Texas. Photo: courtesy of Azt3r1x/Wikipedia.org.