Thanks for Visiting!

Register for free to get the full story.

Sign Up
Already have a Placer.ai account? Log In

Sephora at Kohl's – A Promising Start

by 
R.J. Hottovy
 on 
September 27, 2021
Sephora at Kohl's – A Promising Start

Last December, Kohl’s and Sephora announced a long-term strategic partnership to revitalize Kohl’s beauty offerings by opening Sephora shops-in-shop at select Kohl’s locations throughout the country. The plan involved launching 200 “Sephora at Kohl’s” locations by the fall of 2021, for a total of at least 850 Kohl’s with a Sephora store-in-storeby the end of 2023. 

The first four Sephora at Kohl’s locations opened August 6th, 2021, and another 73 opened August 20th. With only a couple weeks of data, we compared the visit patterns at the remodeled stores with visits to the Sephora-less Kohl’s stores to understand the impact and potential of this partnership. 

Some Context 

Kohl’s launched its first Sephora at Kohl’s locations in August 2021 – a tough month for some retailers as consumer confidence dipped due to the COVID resurgence. After months of edging closer to its 2019 visit levels, the department store leader took a significant hit in August, with monthly visits down -15.2% compared to 2019 – a visit gap not seen since March. A big piece of this comes from the lack of Labor Day visits in August as compared to 2019, and a wider cross-retail trend of increasing visit gaps compared to 2019.

The Starting Four 

Still, despite the overall August downturn, the impact of the Sephora-Kohl’s partnership is starting to show. Using weekly visits for the week of July 5th as a baseline, we compared the average performance of the 1000+ Kohl’s locations in the United States to the performance of the first four Sephora at Kohl’s locations that opened on Friday, August 6th.

Before the launch, the four locations slated for the first Sephora shops-in-shop were underperforming compared to the legacy Kohl’s stores. The Sephora at Kohl’s opened near the end of the week beginning August 2nd and the impact was not felt immediately, though weather did play a role. But, beginning with the week of August 16th, ten days after the launch, Sephora at Kohl’s locations began outperforming Kohl’s nationwide average. 

For the weeks beginning August 16th, 23rd, and 30th, the four Sephora at Kohl’s locations averaged a 28.3%, 39.6%, and 12.5% increase in visits, respectively, when compared to the July 5th baseline. Meanwhile, visits to legacy Kohl’s increased only 22.6% and 7.2% between August16 to 22 and August 23 to 29, respectively, and decreased by -3.5% the week of August 30th when compared to the same baseline of the week of July 5th. 

Visits Lengths Are Longer 

There are also indications that the launch of the Sephora shops-in-shop have increased the average visit duration. While the average visit length to Kohl’s nationwide dropped by a minute between July and August, the average visit length to three out of the four Kohl’s with a Sephora store-in-store increased significantly. 

And while visit length to the Brookfield, Wisconsin Kohl’s location fell in August, the average visit duration there was still higher than both the nationwide average and than the average visit duration to the Brookfield Kohl’s in June 2021. It is likely, then, that the decrease in average visit duration at that location is due to the branch’s unusually long July visits rather than a lack of interest in the new beauty offerings.

True Trade Areas are Bigger 

Customers are not only staying longer, they are also coming from further away. The opening of the Sephora store-in-stores seems to have significantly expanded the True Trade Area (TTA, as measured by distance between the specified Kohl’s location and the 80% of the customers’ homes) of all four Kohl’s locations already in the first month of the launch. The TTA of the Sterling Height, Michigan Kohl’s grew from 75.1 sq. miles to 96.7 sq. miles; the TTA of the Ramsey, NJ Kohl’s increased from 70.9 sq. miles to 73.9 sq. miles; Brookfield, Wisconsin Kohl’s TTA went from 51.2 sq. miles to 66.7 sq. miles; and the TTA of the Kohl’s in Woodbury, Minnesota, rose from 116.9 sq. miles to 136.3 sq. miles. 

Additional Sephora shops-in-shops opened in over 70 Kohl’s locations August 20th, and more than 100 more are slated for the fall. The next couple of weeks will reveal whether the second batch of Sephora at Kohl’s is as successful as the first cohort. So far, the data looks extremely promising. 

Will the Sephora – Kohl’s partnership help Kohl’s close its visit gap? Will Kohl’s with Sephora shops-in-shop continue to outperform legacy locations? 

Visit Placer.ai to find out. 

Get 3 brand & industry
breakdowns every week

Subscribe to the newsletter

Great! Prepare your inbox for data-driven insights...
Oops! Something went wrong while submitting the form.

Get a Demo

Please enter your first name
Please enter your last name
Please provide a valid email
Please enter your email
Please enter company name

Thanks for reaching out!

One of our experts will be in touch soon

Try Placer.ai Free
Oops! Something went wrong while submitting the form.
Recapping Valentine’s Day 2024 Foot Traffic Trends
Fitness: A Strong Start to 2024
Dutch Bros. Continues To Percolate Visits
Super Bowl 2024: Placer.ai’s Postgame Foot Traffic Analysis
CAVA & sweetgreen Are On the Rise
Hats Off For Off-Price
Who Is Shopping at Malls?
Drilling Down Into Home Improvement
Walmart, Target, Costco & Superstore Space 2023 Recap
Catching Up With Shake Shack and Wingstop
Something To Chew On: Demographic Shifts at Steakhouse Chains
Placer.ai Office Index: Looking Back at 2023
Recapping RBI & Yum! Brands’ 2023 Foot Traffic Performance
Placer.ai White Paper Recap – January 2024
Who Shops at Anthropologie and Urban Outfitters?
Three Taco Chains to Watch in 2024
Starbucks and Dunkin’: 2023 in Four Data Points
Who Visits CVS and Walgreens?
Fashionably Frugal: Apparel in 2023
Catching Up With Fast Food
The Grocery Sector in 2023: An End-of-Year Recap
3 Mall & Shopping Center Trends for 2024
Bakery Chains Rising To The Top
Placer.ai and Esri Partner to Deliver Geospatial Analytics
Tampa Tourism Trends
Going For The Green: The Changing Dynamics Of Country Clubs
Christmas Day Dining Recap
Major Urban Shopping Districts – Holiday Season Recap
Placer.ai Office Index: December 2023 Recap
Recapping the 2023 Holiday Shopping Season
Placer.ai White Paper Recap – December 2023
7 Retail & Dining Segments to Watch in 2024
Diving Into Holiday Season Favorites
Super Saturday and Christmas Eve Eve: A Winning Combination
3 Budget Grocery Chains Finishing 2023 On a High Note
Making It In America: International Chicken Chains Bring The Heat
Domestic Tourism at a Glance: A Q3 2023 Roundup
Five Pizza Chains On The Rise
Jewelry Brands Taking Advantage of the DTC Opportunity
Secondhand News: Kids' Thrift Shops
Recapping 2023’s Dining M&As
MetLife Stadium Kicks Off Football Season
Placer.ai Office Index: November 2023 Recap
Small Coffee Chains Brewing Big Success
Placer.ai White Paper Recap – November 2023
Thanksgiving Travel 2023 Recap
Checking in With Nike and Lululemon
Black Friday 2023 Retail Recap
Starbucks’ 2023 Holiday Menu & Red Cup Day Performance
Turkey Wednesday 2023
Who Attended the 2023 Pickleball Championship? 
Three Surprising Holiday Shopping Trends
What’s in Store for Ulta Beauty This Holiday Season?
Best Buy and Department Stores: A Holiday Deep Dive
Discount & Dollar Stores: Strength Toward The End of the Year
The State of Off-Price Retail: Discounts Seal The Deal
Placer Mall Index Recap: October 2023
Placer.ai Office Index: October 2023 Recap
Retail Corridors Ahead of the 2023 Holiday Season
California, Here Gap Comes
Checking in With Home Improvement
Getting Into the Glasses Game: Warby Parker Takes Over
Fitness Positioned for a Strong 2023 Finish
White Paper Recap: October 2023
Coffee Giants Brewing Up Business
Popeyes and Burger King Lead the Way
Diving into Yum!
Looking Ahead to Black Friday 2023
Blockbusters Drive Movie Theater Comeback
Crocs and Boot Barn: Shoe-Ins for Success
McDonald’s and Chipotle's Winning Recipe
The State Of Steak: Checking in With Texas Roadhouse
Pleasant Pastimes: Pickleball Potential Proves Potent
Who’s Driving Downtown Manhattan’s Weekend Revival?
Diving into Downtown Manhattan Foot Traffic Trends
Rite Aid: Rightsizing Right
Major League Soccer: Its Die-Hard and Casual Fans
The Anchor Recap: September 2023
Placer.ai Office Index: September 2023 Recap
Placer Mall Index Recap: September 2023
September White Paper Recap
The Consumer Habits of College Students
JCPenney: Rightsizing and Revitalizing
Pent-Up Demand Ahead of October Sales Events
4 Strategies Retailers are Using to Drive Traffic to Their Venues
5 Key Regional Grocery Players Impressing in 2023
Upscale Kitchenware Trending Up
Costco Finds More Room for Growth
Four C-Store Chains Making an A-Grade
National Parks + Outdoor Summer Activities
Diving Into Darden: Summer 2023 Update
The Summer Event Effect
Messi: Massive in Miami
Looking Back on Back to School 2023
The Anchor Recap: August 2023
Placer.ai Office Index: August 2023 Recap
Placer.ai Mall Index: August 2023 Recap
Placer.ai White Paper Recap: August 2023
Starbucks Pumpkin Spice Latte Strikes Again
Big Scoop: We All Scream For Ice Cream