What: Kohl’s will open 400 new Sephora locations as well as add six new brands to the assortment.

Why is it important: While industry reports have been mixed about the partnership performance, Kohl’s chief executive officer Michelle Gass notes that 25 percent of the shoppers of Sephora at Kohl’s are new to Kohl’s, younger, and more diverse than their core consumer base.

Kohl’s is seeing incremental mid-single-digit sales lift to overall store sales in the locations where it has launched and Sephora and Kohl’s are on track to hit their goal of opening 850 shops by 2023.

Kohl’s and Sephora plan on 400 stores in 2022