LVMH-owned French beauty retailer Sephora plan to open 200 stores in Fall 2021 and at least 850 by 2023 at Kohl’s locations. Simultaneously, Sephora will become the exclusive beauty partner on the U.S. chain’s website with the online beauty selection converting to showcase an expanded assortment of Sephora’s prestige product offerings.

Last month, Ulta Beauty - Sephora’s main U.S. competitor - announced a similar partnership to open more than 100 “shop-in-shop” spaces at select Target locations.

The "Sephora at Kohl’s" destinations will be designed within a 2,500 square foot (about 232 sqm) space and located at the front of the store, replacing Kohl’s current in-store beauty assortment. The shops will be staffed by Sephora-trained Beauty Advisors.

With this operation, Sephora will more than double the number of its outlets in the U.S.{{}} The beauty retailer has 500 stores in the Americas and Kohl’s has more than 1,150 locations in 49 states, serving 65 million customers. According to Sephora the overlap between the two store networks is “very limited”.

This is not a pop-up collaboration, but an investment our brand partners can rely on for the long-term,” said Jean-André Rougeot, President & CEO of Sephora Americas. “Our partnership will be built on expanding our complementary reach and scale in-store and online.