J.C. Penney, Sephora Expand Partnership

As they celebrate their ten-year partnership, J.C. Penney and beauty retailer Sephora are expanding their boutique initiative to 60 new locations.

J.C. Penney will open 60 new Sephora shops in its stores, including a new flagship opening this fall in Salinas, California. Showcasing a beauty presentation of cosmetics, skin care, fragrance, tools and accessory products, Sephora inside J.C. Penney is now in more than half of the retailer’s 1,000 stores.

“When we first introduced a Sephora inside J.C. Penney in 2006, it was a revolutionary concept. 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,” said Angela Swanner, svp/Sephora inside J.C. Penney. “Ten years and nearly 600 locations later, it has become a leading beauty destination that will continue to be a growth driver in 2016 and beyond.”

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

The beauty shops encompass approximately 2,000-square-feet of merchandise and a beauty studio where clients can receive consultations and mini-makeovers. The Sephora inside J.C. Penney concept has also grown its online presence at jcp.com.