Sephora inside Penney makes for beautiful results
J.C. Penney has had its share of ups and downs since 2006, probably more downs if we’re being objective, but during that time there has been one positive constant – Sephora. The partnership between the two companies is as strong as ever with Sephora shops in roughly half of Penney’s 1,060 stores. Beginning today, Penney will open 25 new Sephora shops in its stores while expanding space for six others.
"Sephora is not only an important part of our center core strategy, but also a differentiator that helps set us apart from the competition," said Ivy Spargo, senior vice president and general merchandise manager for Sephora inside JCPenney, in a statement. "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."
Sephora shops inside of Penney are located in the center of the department store chain’s locations. The typical unit is between 2,200 and 2,600 square feet. As with all Sephora shops, customers are encouraged to sample products and speak with the beauty consultants on staff. The six shops that are being expanded will grow to an average of 3,000 square feet and include a Sephora Beauty Studio where customers can "receive complimentary mini-makeovers."
According to a Dallas Morning News report, Penney is opening Sephora shops at stores in smaller markets such as Rogers, AR, Cedar Rapids, IA, Waco and Wichita Falls, TX. Sephora’s shops inside of Penney generate three to four times the sales-per-square-foot as the rest of the store.
- JCPenney Grows Its Sephora Presence With 25 New Locations and Six Expansions – J.C. Penney Company, Inc.
- J.C. Penney opens Sephora in smaller markets – The Dallas Morning News
Do you think J.C. Penney has taken full advantage of Sephora’s appeal to drive sales within its department stores? Do you have suggestions for how Penney could better align its business to appeal to those who shop at Sephora shops inside its stores?