J.C. Penney expanding its 10-year relationship with Sephora

The number of Sephora shops inside J.C. Penney stores is about to increase.



The department store retailer announced it will open 60 additional Sephora shops in Penney stores, including a flagship set to open in November.



At 3,000-sq.-ft., the flagship will be one of the largest Sephora stores inside a Penney store to date. Located in the newly relocated Penney at Northridge Mall, Salinas, California, it will feature a larger assortment of emerging brands, merchandise displays and expanded room for service. The average size of Sephora inside Penney is 2,000 sq. ft.



Nearly half of the 60 new Sephora shops will open on April 29, with the majority to be open by June 17, presenting an opportunity to capture greater market share before the key back-to-school and holiday shopping periods, the company said.



When Sephora made its debut inside Penney in 2006, it was a revolutionary concept, noted Angela Swanner, senior VP for Sephora inside J.C. Penney.



“J.C. Penney 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,” she said. “Ten years and nearly 600 locations later, Sephora inside J.C. Penney has become a leading beauty destination that will continue to be a growth driver in 2016 and beyond."



The Sephora-Penney partnership extends online, with the beauty brand having a significant online presence on Penney’s e-commerc site.



"Our 10-year collaboration with J.C. Penney has been an incredible partnership that has yielded both business growth and unmatched exposure in numerous markets across the United States," said Satish Malhotra, executive VP for Sephora inside J.C. Penney, Canada and Latin America.



Sephora currently has over 1,780 locations in 29 countries, including 370 in North America and 546 in-store shops inside Penney stores.