Sephora shop-in-shops are helping Kohl’s draw young, new customers
December 2, 2021
Kohl’s recent Sephora partnership is already helping the department store’s sales.
According to a statement issued by Kohl’s CEO Michelle Gass during the company’s third quarter earnings today, the new Sephora locations are already helping Kohl’s draw younger, more diverse customers. After opening the first locations in August, Kohl’s and Sephora have opened 200 shop-in-shops so far — which take up about 2,500 square feet — and plan to have at least 850 locations by 2023.
During the third quarter, which coincided with the Sephora store-in-store rollout, over 25% of Sephora-at-Kohl’s customers were new to shopping at Kohl’s, Gass said. The Sephora partnership, combined with other merchandise investments, is helping drive an influx of new customers to Kohl’s. That’s helped the department store chain get back to profitability after experiencing massive losses in 2020 during the coronavirus shutdowns.