Kohl's Corporation HQ issued the following announcement.
Kohl’s (NYSE: KSS) and Sephora today announced a long-term strategic partnership to create a new era of elevated Beauty at Kohl's, marrying Kohl's expansive customer reach
and omnichannel convenience with Sephora's prestige service, product selection and exceptional beauty experience.
"Sephora at Kohl's" will be a fully-immersive, premium beauty destination, designed within a 2,500 square foot space and prominently located at the front of the store. When the
first 200 locations open in Fall 2021, the Kohls.com online beauty selection will also convert to exclusively showcase an expanded assortment of Sephora's prestige product
offerings. The partnership will expand into at least 850 stores by 2023, offering an expansive footprint, a wide-reaching customer base and unmatched visibility for Sephora’s brand
partners within the prestige environment in which they thrive.
Sephora is the largest specialty beauty retailer in the world and the industry’s most renowned global innovator. With its cutting-edge curation of brands and emerging categories
like Clean, Sephora will bring its unique, playful trial and immersive prestige beauty experience, with more than 100 carefully curated beauty brands to Kohl’s 65 million customers
across the U.S. Kohl's, with a deep focus of serving the everyday needs for the whole family, is reimagining and accelerating the company's ambition to be the most trusted retailer
of choice for the active and casual lifestyle.
“The Kohl's and Sephora partnership will bring a transformational, elevated beauty experience to Kohl's from the top global name in beauty,” said Michelle Gass, Kohl’s chief
executive officer. “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. It’s an extraordinary time of change, and I am thrilled to partner with Sephora, a brand that shares our values
and our passion for innovation and reinvention. Today’s announcement is a perfect illustration of the bold moves we are making at Kohl’s to accelerate our growth and reimagine
our future for the next era of retail.”
“At Sephora, delivering a strong client experience through passionate employees is at the heart of who we are, and we are thrilled to find a partner who shares this identity. This is
not a pop-up collaboration, but an investment our brand partners can rely on for the long-term; as a company with a history of sustained decades-long partnerships, Sephora has
every confidence in the future of this collaboration and the unique experiences it will bring to consumers across the U.S.,” 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, 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.”
“I am delighted by this new partnership which is perfectly aligned with our worldwide vision,” said Martin Brok, Global President & CEO of Sephora. “Great brands are always
looking for new ways to serve their customers and innovate, even in dynamic times. With Kohl’s we will be able to bring Sephora closer to where our customers want us to be,
offering them one transformative beauty experience that integrates our prestige product offering, our values and our communities, in a place where they come to get inspired and
fulfill their lifestyle needs. This partnership also shows our confidence in the future of omnichannel retail and ideally positions both Kohl’s and Sephora to seize tomorrow’s
opportunities, today.”
Expanding Reach and Scale with Sephora at Kohl's and Kohls.com
Sephora has 500 of its 2,600 stores in the Americas and Kohl's has more than 1,150 locations in 49 states, serving 65 million customers, with very limited overlap between the two
store networks. This combined offering of at least 850 Sephora at Kohl's locations by 2023 will draw new and younger customers to Kohl’s and will bring the Sephora experience to
millions of new shoppers and existing members of the Sephora beauty community, who may not live close to a Sephora location.
Sephora at Kohl’s shops will replace Kohl's current in-store beauty assortment and their positioning at the front of the store will provide maximum exposure for Sephora’s brand
partners. Exterior signage at locations that feature the in-store shops will display both Kohl's and Sephora branding. These locations will be selected based on existing Sephora
store proximity, market opportunity and customer insights.
Online, the Sephora at Kohl's experience will launch on Kohls.com in Fall 2021, making Sephora the exclusive beauty partner on Kohls.com.
Creating Customer-Centric, Prestige Experiences
At Kohl’s, Sephora will offer customers its signature Sephora experience, with a unique range of makeup, skincare, hair, and fragrance brands. The stores will also deliver Sephora
innovations in Clean beauty and self-care. Sephora’s high-touch customer engagement will prominently feature testing and discovery zones that serve up a rotating assortment of
new, emerging or trending products, surprising and delighting customers every time they shop.
The shops will be staffed by Sephora-trained Beauty Advisors, who will deliver the excellent customer service Kohl's is known for with the deep beauty expertise, consultations and
assistance in product discovery that Sephora clients love.
Sephora purchases at Kohl's and Kohls.com will be eligible for Beauty Insider rewards benefits, as part of Sephora's award-winning loyalty program. Kohl's will also offer the added
convenience of easy in-store returns, store pick-up, and curbside pick-up. Sephora.com and Kohls.com will also integrate their e-commerce experiences, allowing Sephora.com
shoppers to find the nearest Sephora or Kohl's locations that have their beauty products available.
A Partnership Built on Shared Values
Both companies share a passion for innovation, integrity and a pioneering customer experience. With a shared commitment to serving and celebrating their customers and
employees, Sephora and Kohl’s look forward to jointly building this new long-term, powerful partnership. Sephora and Kohl’s commitment will provide brand partners with a larger
platform to grow their brands, and add even more convenience and value to the Sephora and Kohl’s beauty communities.
Cautionary Statement Regarding Forward-Looking Information
This press release contains “forward-looking statements” within the meaning of the Private Securities Litigation Reform Act of 1995. The Company intends forward-looking
terminology such as “believes,” “expects,” “may,” “will,” “should,” “anticipates,” “plans,” or similar expressions to identify forward-looking statements. Such statements are subject to
certain risks and uncertainties, which could cause the Company's actual results to differ materially from those anticipated by the forward-looking statements. These risks and
uncertainties include, but are not limited to, risks described more fully in Item 1A in the Company's Annual Report on Form 10-K, and in Item 1A of Part II in the Company's
Quarterly Report on Form 10-Q for the quarter ended May 2, 2020, which are expressly incorporated herein by reference, and other factors as may periodically be described in the
Company's filings with the SEC. Forward-looking statements relate to the date initially made, and Kohl’s undertakes no obligation to update them. KSS-IR
Original source can be found here.
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