Sephora Adding More JCPenney Shop-in-Shops

Sephora (Paris) plans to open an additional 70 shop-in-shops inside JCPenney (Plano, Texas) department stores.

The additional stores bring the total number of JCPenney-based Sephora shop-in-shops to 650. The rollout includes expanding 32 existing locations by 50 percent, reports Women’s Wear Daily.

“Since establishing the first Sephora inside JCPenney over 10 years ago, beauty has become a formidable growth strategy that makes our brick-and-mortar stores a dynamic and inspiring place to shop,” said Marvin R. Ellison, JCPenney’s chairman and ceo.