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Kohl’s Has Big Plans for Small-Format Sephoras

Sephora at Kohl’s expansion to include 50 new small-format shops in 2023




PHOTOGRAPHY: Sundry Photography/Shutterstock

Kohl’s (Menomonee Falls, Wis.) announced that part of its full-fleet expansion of Sephora (Paris) shops-in-shops will take the form of 45 additional small-format spaces. That decision comes on the heels of a five-store test of the concept launched in January. (Specific locations for the smaller spaces will be announced later this year.)

Occupying 750 square feet at the front of the stores involved, the test locales are in West Jordan, Utah; North Phoenix, Ariz.; Lake Wales, Fla.; Sussex, Wis.; and Delavan, Wis. (The larger-sized shops typically have about 2500 square feet of space.)

“These five smaller shops gave us the opportunity to understand how the small-format experience and assortment resonated with shoppers,” the company said in a statement. “The stores have strong customer satisfaction and customers indicated they are likely to return. Overall, the small-format stores have driven solid beauty sales and exceeded expectations giving us confidence in the wider rollout later this year.”

The partnership dates to 2020, and by the end of 2023, Sephora at Kohl’s will be in more than 900 of the department store chain’s locales. By 2025, Kohl’s plans to have a Sephora presence at all its 1100-plus locations by 2025.

“This transformative partnership is bringing in new customers, and they are shopping at more than twice the frequency of our average customer,” Kohl’s said. “Total beauty sales were up 150 percent year-over-year in the first quarter of 2023, and we continue to gain market share.”

The retailer also said that shoppers of the smaller-format states will see a new merchandising approach, with product being displayed together by category rather than brand.


The result is “a simplified shopping experience for customers that may be unfamiliar with Sephora or the brands we carry,” the retailer said. “Shoppers have indicated that it was easy to shop the small-format Sephora at Kohl’s and they felt the store was well organized. From best-selling cleansers to lip glosses and foundations, this new format allows for easy navigation and product discovery during every trip.”



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