In this article:

• Kohl’s and Sephora announced a partnership nine months ago that is now being realized with the beauty brand having its own store within Kohl’s.
• The plan is to roll these out at a rapid clip to get from 200 by this fall to around 850 by 2023.

Back at the end of 2020, Kohl’s announced its partnership with Sephora. At the time, Michelle Gass, Kohl’s chief executive officer, announced:  “This new collaboration is an excellent example of two customer-centric, purpose-driven companies leveraging each other’s strengths to make aspirational beauty far more accessible to millions of customers all across the country.

Jean-André Rougeot, President & CEO of Sephora Americas, concurred: “Our partnership will be built on expanding our complementary reach and scale in-store and online, creating customer-centric, prestige experiences, collaborating on new innovations, and living our shared values. We fully believe Kohl’s is the ideal partner to bring this vision to life,” he said in the release.

It took until this month to realize that vision in concrete terms. On August 6, Kohl’s announced:

The wait is over: the new era of beauty has officially arrived at Kohl’s! Kohl’s and Sephora cannot wait to welcome you into more than 70 of the first Sephora at Kohl’s locations, found across the country, opening in August. 

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The announcement explained that each Sephora at Kohl’s is given at least  2,500 square feet in which to showcase about 125 varieties of beauty products and beauty advisors trained by Sephora. The announcement also shared a map that you could see below to allow shoppers to easily find the Sephora at Kohl’s locations nearest to them.

For those who are not among the first 200 locations slated for immediate openings, there is the option of the digital route. Kohl’s is offering “a curated assortment of Sephora product offerings at Kohls.com. But the in-person experience is intended to be the main event and to arrive at about 850 locations by 2023.

Bringing together a savvy e-commerce brand and major retailer is a move many D2C brands can pursue – and while doing so, preferably let AI help with making the most of the shared data and the new opportunities for better CRM Marketing and customer experiences it all create. Brands that strategize CRM Marketing and let allow AI to help with their journey mapping can see a 33% increase in customer lifetime value.

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