JCPenney to open 60 new Sephora shops in-store


The announcement comes as the two retailers mark ten years of partnership

US department store retailer JCPenney has announced it will be bringing 60 new Sephora shops inside its stores, with the majority to open by 17 June.

JCPenney first started hosting Sephora locations inside its department stores in 2006; the latest announcement is said to be a celebration of ten years in partnership for the two retailers.

A new flagship Sephora store will open in Salinas, California, as part of the expansion. All of the Sephora sites will sell nearly 50 prestige brands including fragrance and colour cosmetics.

Angela Swanner, Senior Vice President for Sephora inside JCPenney, said: “When we first introduced a Sephora inside JCPenney in 2006, it was a revolutionary concept. JCPenney was one of the first department store retailers to forgo the traditional beauty counter and work with a global beauty brand to build a dynamic Sephora shop inside its stores. Ten years and nearly 600 locations later, Sephora inside JCPenney has become a leading beauty destination that will continue to be a growth driver in 2016 and beyond.”

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The addition of Sephora stores inside JCPenney has provided a financial boost for the department store retailer. In Q4 2015, JCPenney cited Sephora, Home, Footwear and Handbags as being the company’s top performing merchandise divisions. JCPenney reported net sales of $4bn compared with $3.9bn in Q4 2014. Store sales rose 4.1% for the quarter.