Kohl’s has announced that 250 stores that will be adding the full-sized, 2,500-square-foot Sephora at Kohl’s experience in 2023. The addition of 250 new locations brings the total Sephora at Kohl’s fleet to more than 850, achieving the partnership’s initial planned goal of the Sephora at Kohl’s rollout.
“We are making great strides in building a formidable beauty business with the addition of Sephora at Kohl’s,” said Karen Daoust, Kohl’s senior vice president, general manager, Sephora at Kohl’s. “The completion of our 850 stores in 2023 is just the beginning as we look to expand Sephora at Kohl’s to all stores, enhance the customer experience and deliver prestige beauty to our customers across the country.”
The 850 full-sized 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 all 850 stores, 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.
In addition to expanding across more than 40 states, Sephora at Kohl’s will enter seven new states in 2023 including Arkansas, Idaho, Louisiana, Mississippi, New Mexico, South Dakota, and Utah, bringing Sephora at Kohl’s presence to 48 states.
In 2020, Kohl’s and Sephora announced their strategic partnership to bring prestige beauty to millions of Kohl’s customers around the country through a rollout of 850 Sephora at Kohl’s stores over three years. In 2021, the companies introduced the first 200 stores, followed by 400 additional Sephora at Kohl’s locations in 2022. This year’s 250 store addition completes the planned execution of the initial partnership, and its early success serves as a foundation for future growth of Sephora at Kohl’s.
As a result of the promising trajectory of the initial Sephora at Kohl’s stores, Kohl’s and Sephora announced last year that the companies would further their transformative partnership by expanding the Sephora at Kohl’s presence to all Kohl’s 1,100-plus locations. As a part of this expansion, Kohl’s will open 50 smaller format Sephora shops by the end of 2023, with a plan to roll out to the remainder of the chain by 2025.
The Sephora at Kohl’s partnership has been proving mutually beneficial to both companies since the start of the venture. Kohl’s projects that Sephora at Kohl’s will grow to achieve $2 billion in annual sales by 2025. In 2022, nearly 8 million Kohl’s customers purchased beauty products at Sephora at Kohl’s, and approximately 50% of Sephora at Kohl’s baskets had an additional category purchased. Further, in the fourth quarter of 2022, total beauty sales increased 90 percent. Kohl’s achieved high-single-digits percent comparable beauty sales growth in the 200 Sephora shops that opened in 2021, and better than expected beauty sales in the 400 shops opened in 2022, with continued strong digital sales growth on Kohls.com.
Beauty brands currently found in Sephora at Kohl’s are also seeing the benefits of expanded reach and a new customer base. Strong momentum has also attracted new brands to Sephora at Kohl’s with the recent additions of K18 and JVN Hair.
View the map of all Sephora at Kohl’s locations that will be open by the end of 2023 here.