There’s a lot to look forward to in 2021 — mostly that it just won’t be 2020 anymore. With retailers anticipating an eventual and enthusiastic in-store shopping renaissance, they’re getting creative with what those brick-and-mortar experiences will look like. And from what we’re learning about an exciting new collaboration between Sephora and Kohl’s, it looks really good.
On December 1, Kohl’s and Sephora announced the aptly named Sephora at Kohl’s, a “fully-immersive, premium beauty destination, designed within a 2,500 square foot space and prominently located at the front of the store.” Essentially a mini Sephora right inside of Kohl’s, this new partnership will allow Kohl’s shoppers to conveniently peruse and purchase beauty products that are typically — and sometimes exclusively — found at Sephora. In fact, the more than 100 brands at Sephora at Kohl’s shops will actually replace the current Kohl’s in-store beauty assortment, according to the joint statement.
The first 200 locations are slated to debut in fall 2021, though the exact stores haven’t been announced yet. Simultaneously, the kohls.com beauty selection will convert to an expanded range of Sephora’s product offerings. By 2023, you can expect to have 850 Sephora at Kohl’s locations to shop at in-person — but don’t expect it to disappear anytime soon after that.
“This is not a pop-up collaboration, but an investment our brand partners can rely on for the long-term,” Jean-André Rougeot, president and CEO of Sephora Americas, said in the joint statement. “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 U.S.”
The announcement of Sephora at Kohl’s follows the recent announcement of Ulta Beauty at Target, a similar beauty-boutique-inside-a-big-box-store setup coming in 2021.
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