Just a dash of CEP: JCP to open more in-store Sephoras

[litebright]

Wow, the in-store Sephoras generate 3x-4x sales per square foot as the rest of the store? Pretty amazing partnership for JCP. 

Story: 

J.C. Penney has had its share of ups and downs since 2006, probably more downs if we're being objective, but during that time there has been one positive constant - Sephora. The partnership between the two companies is as strong as ever with Sephora shops in roughly half of Penney's 1,060 stores. Beginning today, Penney will open 25 new Sephora shops in its stores while expanding space for six others.

"Sephora is not only an important part of our center core strategy, but also a differentiator that helps set us apart from the competition," said Ivy Spargo, senior vice president and general merchandise manager for Sephora inside JCPenney, in a statement. "With the addition of these locations, we are providing clients with a unique and compelling in-store beauty experience, while generating a wealth of cross shopping appeal."

Sephora shops inside of Penney are located in the center of the department store chain's locations. The typical unit is between 2,200 and 2,600 square feet. As with all Sephora shops, customers are encouraged to sample products and speak with the beauty consultants on staff. The six shops that are being expanded will grow to an average of 3,000 square feet and include a Sephora Beauty Studio where customers can "receive complimentary mini-makeovers."

According to a Dallas Morning News report, Penney is opening Sephora shops at stores in smaller markets such as Rogers, AR, Cedar Rapids, IA, Waco and Wichita Falls, TX. Sephora's shops inside of Penney generate three to four times the sales-per-square-foot as the rest of the store.


www.retailwire.com/news-article/18253/sephora-inside-penney-makes-for-beautiful-results

For a list of the new Sephora-in-JCP locations: 


bizbeatblog.dallasnews.com/2015/04/j-c-penney-opens-sephora-in-smaller-markets.html/

[nsl]

I probably wouldn't set foot in JCP if the Sephora wasn't there, which has led me to buy some blouses I wouldn't have seen if I hadn't walked past them on my way to buy a lipstick. My (very low SES, medium-sized) city also had JCP Sephoras for over 5 years before we got a mall storefront version. It definitely helped popularize Sephora's brand locally before they took a risk on a true brick and mortar store. I imagine this partnership really helps both stores quite a bit in the long run.

[racegrrl714]

Aww I was really hoping they would put one in our town's jcp. I believe my town is bigger than Washington mo!

[EloiseWeenie]

Still didn't make the cut And really, like Raleigh needs another one?

[maryanne]

I only discovered my local JCP sephora a few weeks ago. Surprisingly, nice! Much smaller and less selection but it's nice to have one so close to home.

[MauMau]

I like going to the JCP one more. Because it's usually open up on two sides. Also because of the small space they clearance out items more frequently and cheaper.

[Kristinmo]

Random question- can I return things purchased online or from the standalone sephora at the JCP one?

[irishbride2]

May 2, 2015 5:53:18 GMT -5 Kristinmo said:

Random question- can I return things purchased online or from the standalone sephora at the JCP one?

Yes but my JCP sephora will only process returns as either an exchange or give me a JCP gift card that cna only be used in a JCP store.

[DarcyLongfellow]

I almost never go to the JCP Sephora in my city because it's the same distance from my house as the "real" Sephora (plus it's at the crappier mall), but I think it's great that they have them!

But even with the fact that I rarely go, whenever I do go to that mall, I always park outside JCP now so I can check out Sephora on my way in!

[Deleted]

Weirdly, we have a real Sephora and JCP Sephora in the same mall.

I of course go to the real one unless maybe a sold out item will be at JCP.