In celebration of one-year anniversary of
Sephora at Kohl’s, the retailers’ rollout underscores growth
opportunities for both companies, as evidenced by a strong first
year
As Sephora at Kohl’s celebrates one year since first opening its
doors, Kohl’s (NYSE: KSS) and Sephora announce plans that the
companies’ transformative partnership will expand to include a
Sephora presence at all of Kohl’s 1,100+ locations. With
approximately 600 stores across the country now open, Sephora at
Kohl’s continues to perform well, making prestige beauty more
accessible to more Americans than ever before.
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the full release here:
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“Sephora at Kohl's provides our customers with easier access to
prestige beauty, and the partnership has brought in new, younger
and more diverse customers to Kohl's. We are incredibly proud of
how our companies have come together so seamlessly to create a
truly unprecedented and unique in-store experience," said Michelle
Gass, Kohl’s chief executive officer. "We couldn’t be happier with
how our partnership with Sephora continues to perform and achieve
the goals we set out to accomplish. Our success to date proves that
this partnership is working, and this expansion is the next,
exciting chapter in our history together.”
Now one year in, the partnership continues to prove mutually
beneficial to both retailers and their respective customers. Key
wins include:
- Strong success to date – and a long runway of growth
ahead:
- The 200 Kohl’s stores with Sephora that opened in 2021 have
maintained a high-single digit percent sales lift, relative to the
balance of the chain. And in the nearly 400 stores opened this
year, we are seeing a mid-single digit percent sales lift, which is
consistent with the initial performance in the first 200
stores.
- Sephora at Kohl’s shows strength across all categories,
including skincare, makeup and fragrance.
- Customers are shopping across the store. Roughly half of all
customers buying Sephora are attaching at least one other category
in their purchase.
- Kohl’s projects that Sephora at Kohl’s will grow to achieve $2
billion in annual sales by 2025.
- The growth of a new base of engaged beauty customers:
- The partnership is attracting new, younger, and more diverse
customers.
- Customers that shop Sephora at Kohl's visit more frequently
than our average customer.
- Kohl’s has acquired more than 1 million new customers since
launching the partnership in August 2021. Of note, about 600
Sephora locations are currently open - about half of Kohl's total
store base, many of which have been open for a very short period of
time.
- Impact for prestige brand partners:
- Sephora at Kohl’s brands are also benefiting from this
increased distribution. Top selling brands include Sephora
Collection, Sol de Janeiro, NARS, Fenty Beauty, Charlotte Tilbury,
OLAPLEX, and Too Faced. Notably, Charlotte Tilbury is set to expand
its assortment in the coming weeks given its strong performance
thus far.
- Momentum for brands has prompted others to sign on, with brands
including Versace, Murad, Clarins, Living Proof, Jack Black, and
Voluspa joining the Sephora at Kohl’s lineup earlier this
year.
- As the prestige product assortment continues to expand and
evolve to meet the specific demands and preferences of Sephora at
Kohl’s customers, there are continued opportunities for brands
across categories. This includes plans to expand space in
fragrance, given the success so far seen in the category, while
men’s grooming will also receive dedicated space under the grooming
essentials banner.
- Continued Innovation and Optimizations As this rapid
expansion continues, Kohl’s and Sephora continue to find ways to
make the Sephora at Kohl’s experience even more integrated and
impactful for shoppers. A few new offerings recently launched or on
the horizon include:
- The ability to purchase and redeem Sephora gift cards at Kohl’s
stores, regardless of where the gift cards were purchased, just in
time for holiday gifting.
- The piloting of a cross-company Buy Online, Pick-Up In Store
offering, enabling shoppers to buy on Sephora.com and pick up at
Kohl’s stores.
- Continued cross-store promotions that make Sephora savings
equally accessible to Sephora at Kohl’s customers.
- The addition of Sephora beauty outposts adjacent to Amazon
Returns within Kohl’s stores.
- Later this year, Kohl’s and Sephora will significantly expand
the holiday gifting assortment and increase the marketing
investment, positioning the 600 stores with Sephora at Kohl’s and
Kohls.com for a big traffic driver during holiday.
“For such a big endeavor, our partnership with Kohl’s has been
executed extremely well and has delivered incredible results thus
far, and there is so much potential to this partnership with the
addition of 400 stores that have opened this summer,” said
Jean-André Rougeot, President and Chief Executive Officer, Sephora
Americas. “At Sephora, our mission continues to be welcoming more
people into the prestige beauty community, and we are achieving
exactly that. In the past twelve months, we’ve been able to bring
the premium experience Sephora is known and loved for to new
communities across the country, giving them the access to beauty
that we know they are yearning for. With a significant number of
new Beauty Insiders, including the successful re-engagement of
clients and holiday shopping ahead, the reality is that one year
results are very encouraging, but this is just the beginning.”
The Sephora at Kohl’s Rollout
Sephora at Kohl’s was introduced in 2021 with plans to open in
850 Kohl’s stores by 2023. In the fall of 2021, Kohl’s opened 200
stores, followed by an additional rollout of 400 more locations
this summer. By 2023, Kohl’s will have opened 850 full sized, 2,500
square foot Sephora at Kohl’s locations across the country. The
introduction of Sephora at Kohl’s has also been at the center of
Kohl’s store remodels, which has offered the opportunity to update,
refresh and reflow stores to deliver against Kohl’s strategy to be
the leading destination for the active and casual lifestyle.
As Kohl’s expands its Sephora at Kohl’s presence to all
locations, each Sephora at Kohl’s will maintain the premium Sephora
experience customers expect. The 850 Sephora at Kohl’s shops
feature a fully immersive beauty experience that mimics the look
and feel of a freestanding Sephora. Within all Sephora at Kohl’s
locations, customers can explore the signature Sephora experience
with a carefully curated assortment of prestige makeup, skincare,
hair, and fragrance brands, as well as innovations in clean beauty
and self-care. In the 850 stores that will have the full-sized
Sephora at Kohl’s shops, Sephora-trained Beauty Advisors offer
personalized beauty consultations and assistance with finding
products, while testing and discovery zones serve up a rotating
assortment of new, emerging or trending products.
View the map of where Sephora at Kohl’s is currently located
here, and stay tuned for more information about the Kohl’s-wide
rollout of Sephora at Kohl’s.
Cautionary Statement Regarding Forward-Looking
Information
This press release contains “forward-looking statements” within
the meaning of the Private Securities Litigation Reform Act of
1995. The Company intends forward-looking terminology such as
“believes,” “expects,” “may,” “will,” “should,” “anticipates,”
“plans,” or similar expressions to identify forward-looking
statements. Such statements, including statements regarding
business and financial trends for the Company’s second quarter,
future performance, business conditions or results of operations,
the timing and amount of any share repurchases pursuant to the
Company’s share repurchase program and other information are
subject to certain risks and uncertainties, which could cause the
Company’s actual results to differ materially from those
anticipated by the forward-looking statements. There can be no
guarantee regarding such trends and performance, that the Company
will be able to execute share repurchases, the timing or number of
shares of any such repurchases, or that share repurchases or other
future actions by the Company intended to create shareholder value
will have such an effect. These risks and uncertainties include,
but are not limited to, risks described more fully in Item 1A in
the Company’s Annual Report on Form 10-K and Item 1A of Part II of
the Company’s Quarterly Report on Form 10-Q for the first quarter
of fiscal 2022, which are expressly incorporated herein by
reference, and other factors as may periodically be described in
the Company’s filings with the SEC. Forward-looking statements
relate to the date initially made, and Kohl’s undertakes no
obligation to update them.
About Kohl’s
Kohl’s (NYSE: KSS) is a leading omnichannel retailer. With more
than 1,100 stores in 49 states and the online convenience of
Kohls.com and the Kohl's App, Kohl's offers amazing national and
exclusive brands at incredible savings for families nationwide.
Kohl’s is uniquely positioned to deliver against its strategy and
its vision to be the most trusted retailer of choice for the active
and casual lifestyle. Kohl’s is committed to progress in its
diversity and inclusion pledges, and the company's environmental,
social and corporate governance (ESG) stewardship. For a list of
store locations or to shop online, visit Kohls.com. For more
information about Kohl’s impact in the community or how to join our
winning team, visit Corporate.Kohls.com or follow @KohlsNews on
Twitter.
About Sephora
Since its debut in North America more than 20 years ago, Sephora
has been a leader in prestige omni-retail with the mission of
creating an inviting beauty shopping experience and inspiring
fearlessness in our community. With the goal of delivering unbiased
shopping support and a personalized experience, Sephora invites
clients to discover thousands of products from more than 360
carefully curated brands, explore online and through our mobile
app, enjoy services at the Beauty Studio and engage with expertly
trained Beauty Advisors in more than 600 stores across the
Americas. And with its new long-term retail strategic partnership,
clients can now shop Sephora at Kohl’s, a fully immersive, premium
beauty destination, with 600 locations nationwide by year-end, and
850 locations by 2023. Clients can access the free-to-join Beauty
Insider program and digital community, which together enhance the
experience of Sephora’s passionate clients.
Sephora has been an industry-leading champion of diversity,
inclusivity, and empowerment, guided by our longstanding company
values. In 2019, Sephora announced a new tagline and manifesto, “We
Belong to Something Beautiful,” to reinforce its dedication to
fostering belonging amongst all clients and employees and to
publicly strive for a more inclusive vision for retail in the
Americas. Sephora continues to give back to our communities and
advance inclusion in our industry through its social impact and
equity programming, called the Sephora D&I Heart Journey. For
more information, visit: https://www.sephora.com/about-us and
@Sephora on social media. For media inquiries, please visit our
Sephora newsroom or email ExternalComms@sephora.com.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20220818005485/en/
Kohl’s: Jackie Judkins, (262) 309-2474,
jacquelyn.judkins@kohls.com
Sephora: Courtney Teague, (212) 546-8572,
externalcomms@sephora.com
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