Investing.com -- JC Penney marked its decade-long relationship with visionary beauty retailer Sephora on Tuesday by announcing the launch of 60 new locations inside company locations throughout the U.S.
As part of the agreement, Sephora inside will debut a new flagship opening this fall in Salinas, California. Roughly half of the new Sephora stores will open on Friday, while the majority of the locations will be open by mid-June. JCPenney (NYSE:JCP) hailed the openings as an opportunity to reach high potential markets in the U.S. before the critical Back-to-School and Holiday shopping periods.
"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 vice president 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."
Sephora, a leading beauty retailer, which offers a wide array of cosmetics, skincare, fragrance, tools and accessory products, already maintains a presence in more than half of all JCPenney stores throughout North America. A typical Sephora inside kiosk offers approximately 2,000 square feet of merchandise, as well as a Sephora Beauty Studio where clients can receive complimentary consultations and mini-makeovers, Sephora said in a statement.
"Our 10-year collaboration with JCPenney has been an incredible partnership that has yielded both business growth and unmatched exposure in numerous markets across the United States," said Satish Malhotra, executive vice president for Sephora inside JCPenney, Canada and Latin America. "We are excited to continue introducing our unique interactive concept to millions of beauty enthusiasts who are empowered to experience the beauty of Sephora first hand."
Shares in JCPenney inched down by 0.05 or 0.58% to 9.44 in after-hours trading.