HARLINGEN — After second-quarter revenue fell by 8.1 percent year-over-year, Kohl’s last week announced it will open Sephora beauty outlets in all of its 1,100-plus U.S. stores.
That’s good news for Kohls customers at Harlingen Corners Shopping Center, which initially was not on the list for a Sephora store-within-a-store because that location was one of Kohls’ smaller stores.
Staff at the store confirmed Monday that a Sephora will open at the Harlingen location sometime next year.
Many shoppers experienced what Sephora has to offer when it was located within the JC Penney store at Valle Vista Mall. All of the Sephora stores that are not free-standing are now being located in Kohls stores, having exited JC Penney.
Sephora is a crucial component to Kohls’ effort to reverse its sales trend, bringing in younger and more diverse customers who drive sales in other parts of Kohl stores. Stores which have a Sephora perform better than those without one, Kohls CEO Michelle Gass told analysts last week.
With 400 opening this year and 250 in 2023, Sephora is in 600 Kohl’s locations and will be in 850 by next year. Kohls executives said they project that Sephora at Kohl’s will reach $2 billion in annual sales by 2025.
“Our game-changing partnership with Sephora continues to deliver on its promise of transforming Kohl’s into a leading beauty destination,” Gass said.
