Sephora Will Open Shops Inside Kohl's, Ending a Long Partnership With JCPenney

News comes on the heels of Target and Ulta Beauty teaming up


Mere weeks after Ulta Beauty and Target unveiled a partnership to create Ulta Beauty at Target shop-in-shops, rivals Sephora and Kohl’s announced they are forming their own alliance.

Under the new agreement, Sephora will open 200 2,500-square-foot shops inside Kohl’s stores beginning next fall. In turn, Kohl’s online beauty selection will exclusively feature the prestige skincare retailer’s offerings. These spaces will replace Kohl’s existing beauty assortment and will get prime real estate inside Kohl’s locations, right at the front of the store.

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