JCPenney to open 60 new Sephora stores

JCPenney (NYSE:JCP) is celebrating 10 years of partnering with Sephora stores and is extending the program with plans to open 60 new locations this year, including a flagship in Salinas, California.

Sephora currently operates inside more than half of the 1,000 JCPenney stores and is credited with increasing revenue per customer at these locations. The partnership also boosts Sephora's reach beyond its more than 360 free-standing stores in North America.

The program extends to JCPenney's website as well, where shoppers can access content and an expanded selection of beauty products from Sephora.

"When we first introduced a Sephora inside JCPenney in 2006, it was a revolutionary concept. JCPenney was one of the first department store retailers to forgo the traditional beauty counter and work with a global beauty brand to build a dynamic Sephora shop inside its stores," said Angela Swanner, senior VP for Sephora inside JCPenney. "Ten years and nearly 600 locations later, Sephora inside JCPenney has become a leading beauty destination that will continue to be a growth driver in 2016 and beyond."

JCPenney is no longer the lone department store chain operating in-store beauty boutiques.

Macy's recently purchased beauty retailer Blue Mercury for $210 million in cash, with the intention of opening boutiques inside Macy's stores.

Roughly 30 of the upcoming locations will open inside JCPenney stores on April 29 and the remainder will be in operation by June 17.

For more:
- see this JCPenney announcement

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