J.C. Penney expands in-store Sephora partnership

Plano, Texas – J.C. Penney Co. Inc. is expanding its in-store partnership with Sephora. Starting May 1, Penney will introduce Sephora to 25 additional stores, enabling the global beauty retailer to enter new and smaller markets, while expanding Penney’s reach as a destination for beauty.



Since the exclusive partnership launched in 2006, more than 500 Penney stores now feature a full-service Sephora offering.



"Sephora is one of the most powerful and exciting beauty concepts in the world, and we want to leverage that reputation to drive the growth of Sephora inside J.C. Penney,” said Ivy Spargo, senior VP and general merchandise manager for Sephora inside J.C. Penney. "With the addition of these locations, we are providing clients with a unique and compelling in-store beauty experience, while generating a wealth of cross shopping appeal."



Each Sephora inside J.C. Penney is located within the center of the store and offers a unique open-sell environment encompassing 2,200 sq. ft. to 2,600 sq. ft. Customers are encouraged to touch, smell and sample products, as specially trained beauty consultants recommend brands.



In addition to the grand openings, six existing Sephora inside J.C. Penney shops will expand to an average of 3,000 total sq. ft. of space dedicated to Sephora merchandise and Sephora Beauty Studio where clients receive complimentary mini-makeovers.



"Working with J.C. Penney has proven to be a valuable partnership that represents one of our largest growth initiatives in the U.S.," said Satish Malhotra, executive VP for Sephora inside J.C. Penney, Canada and Latin America. "With our one-of-a-kind beauty collaboration, we are able to reach more markets where Sephora does not exist and introduce prestige makeup, fragrance and skincare brands that may not be available in many of these cities."