J.C Penney to unveil new beauty concept

The news that Sephora plans to open hundreds of in-store shops at Kohl’s stores has brought a reaction from its longstanding retail partner, J.C. Penney.

In an emailed statement a Penney spokesperson noted that, during the last 15 years, the company has enjoyed a long-standing relationship with Sephora to serve customers through Sephora inside J.C. Penney shops.

“That partnership remains strong and will continue until the end of the agreement,” the spokesperson continued. “In tandem with operating Sephora inside J.C. Penney throughout that time period, we are developing a new, inclusive beauty concept that offers our customers a wide array of product. … We look forward to unveiling this new concept, which will be enhanced by our Salon offerings to provide an improved beauty experience. Until then, we will continue to faithfully serve our customers through SiJCP.”

Penney said its new beauty endeavor will advance its “Plan for Renewal to Offer Compelling Merchandise, Drive Traffic and Deliver an Engaging Experience for all customers.”