JCPenney Adding Sephora Shop-in-Shops

JCPenney (Plano, Texas) plans to open 60 additional Sephora (Paris) shops inside its department stores. About half of those in-store shops are slated to open April 29, and most of the remaining ones will be open by June 17 to accommodate the back-to-school shopping season.

The retailer also has plans to open a 3000-square-foot flagship inside its Salinas, Calif., store. This shop-in-shop will open in November and be about 1000 square feet larger than the typical Sephora in-store shop. This flagship will feature a larger selection of products and merchandise displays.

The companies first collaborated 10 years ago and currently operate 546 Sephora shops inside JCPenney stores, reports Chain Store Age.