Connect with us


JCPenney to Remake Beauty Department with New Partner

Changes come as retailer’s 15-year alliance with Sephora draws to a close




JCPenney (Plano, Texas) is announcing new beauty department plans after Sephora (Paris) ended its 15-year contract with the retailer and will now be partnering with Kohl’s (Menomonee Falls, Wis.), reports Forbes. JCPenney’s new beauty department is expected to launch Oct. 15 in select stores, and part of the new plan includes a partnership with the online platform Thirteen Lune (Los Angeles).

Thirteen Lune specializes in selling Black and Brown-owned beauty brands, which is inline with JCPenney’s new focus on diversifying their beauty products and supply. More than 170 brands are reportedly lined up to be a part of this new project, with more to be added in the future. Another focus in their new plan is expanding their hair care supply, hoping to triple the amount of stock hair care used to occupy.

An e-commerce site for JCPenney beauty will be launched the same week as the new in-store locations open. All Sephora shop-in-shops within JCPenney will be discontinued by the end of Oct. 2022.

Drawing on more than 120 years of history serving the retail design market, VMSD magazine provides retail professionals with the most up-to-date, innovative retail design ideas and industry news through its industry-leading magazine, website, social media channels and bulletins.



Embracing Whole-Brained Thinking in the Design Journey

Strategy needs creative, and creative needs strategy—yep, having both is really the only way of unifying all disciplines with a common vernacular with an eye toward building a strong creative vision that is foundational to the processes. Hear from Bevan Bloemendaal, former VP, Global Environments & Creative Services at Timberland, how to connect the dots between disciplines, claiming and creating a clear differentiation for the brand and ensuring that any asset (experience, product, ad, store, office, home, video, game) is created with intention.

Promoted Headlines





Most Popular