Sephora to Open Shops in JCPenney

Beauty products maker Sephora USA, Inc. will open stores-within-stores at JCPenney, becoming the sole provider of beauty offerings for the retailer.

The Sephora stores will offer makeup, skincare, fragrance and accessory products currently carried in its existing 120 U.S. stores. The stores will begin opening as soon as the fall.

The JCPenney Sephora shops will be set up in the center core of the stores and will be staffed with a team of product consultants.

The partnership also calls for a link to Sephora.com from JCP.com. Sephora.com is the largest online retailer of prestige beauty products, the two companies said.

For Sephora, the deal brings a dramatic increase in its retail presence while it continues to build freestanding shops across the country. For JCPenney, the strategy is to attract the much sought after younger women with the presence of Sephora.

JC Penney operates 1,019 department stores across the U.S. and Puerto Rico.

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