Sephora bets on partnerships with Glossier and Kohl’s

On July 26, 2022, the beauty DNVB Glossier signed an agreement with Sephora to increase omnichannel revenue. Starting in Q1 2023, Glossier’s products (the firm was valued US$1.8 billion in 2021) will be sold at Sephora stores across the United States, in Canada as well as on Sephora’s e-commerce website.

For Sephora, a subsidiary of LVMH Group (sales of €36.72 billion in the first half of 2022, up by 21% at constant exchange rates), this agreement adds an exclusive brand to its portfolio. 

At the same time, Sephora beauty retailer is going further regarding a partnership with Kohl’s (1,100 department stores, sales of US$19.4 billion in 2021 up by 22%). By the summer of 2022, 600 Sephora “shop-in-shops” were installed within Kohl’s stores, selling 125 brands (Versace, Murad, Clarins, Jack Black, etc.). By the end of the year, Sephora expects to be installed at 850 corners, and eventually 1,100. “We are seeing exceptional performance in the 600 or so stores that have been revamped, with Sephora as the cornerstone,” said Michelle Gass, CEO of Kohl’s. For the department store retailer, this partnership from 2021 brought in more than one million new customers. To date, top selling brands include: Sephora Collection, Sol de Janeiro, Nars, Fenty Beauty, Olaplex, Too Faced and Charlotte Tilbury.

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Sophie Baqué