What: the company announces the opening of 60 freestanding stores and 200 locations inside Kohl’s stores

Why is it important: it’s Sephora’s largest expansion in the U.S.

Following a year in which e-commerce dominated the retail landscape, this move signals Sephora’s confidence in the future of the brick-and-mortar shopping experience. With a focus on growing its presence in off-mall locations, the retailer also aims to make Sephora more accessible to beauty shoppers across the country.

With a light at the end of the tunnel for retailers impacted by the pandemic, Sephora is once again announcing ambitious expansion plans. The retailer last year had planned 100 store openings, though it's unclear how many of those occurred, given COVID-19 became a serious concern in North America about a month later.

The company will also begin rolling out a buy online, pick up in-store service to all of its stores this week, following a successful reserve online, pick up in-store program. Sephora also highlighted other features aimed at online shoppers, including its sales through Instagram Checkout, its partnership with Instacart and its offering of instalment payments through Klarna.

Sephora plans 260-store expansion through Kohl's, owned stores

Sephora To Expand Brick & Mortar Footprint With 260+ New Stores In 2021 Across The U.S.