What: Kohl’s is planning to have 750-square-foot Sephora shops operating at 50 Kohl’s locations which would otherwise be too small to accommodate the typical shop-in-shops.

Why it is important: The US retailer continues to install Sephora shops across its stores as a key element in its turnaround efforts.

The small-format Sephora shops will merchandise products by category such as “best of foundation or best of fragrance” to create a simplified shopping experience and make it easier to find popular products.

By the end of the year, Kohl’s plans to have a Sephora presence in more than 900 of its stores and is on track to have a Sephora presence in all 1,100 of its stores by 2025.

Customising the Sephora shops to fit into additional Kohl’s locations demonstrates the retailer’s confidence in its Sephora strategy and how critical it is to its turnaround efforts.

The partnership continues to outperform expectations and allows Kohl’s to provide a prestige beauty experience, which further advances the customer experience.

Total beauty sales were up 150% year-over-year in the first quarter of this year and the company continues to gain market share in beauty.

Despite the increases in beauty, the company’s overall sales decreased by 3.3% to USD 3.36 billion and comparable sales decreased 4.3% with net income remaining flat at USD 14 million.

At smaller stores, Kohl’s will open scaled-down Sephora shops