JC Penney’s Smaller Sephora

After 10 years of success with its Sephora store-within-a-store concept, J.C. Penney, headquartered in Plano, TX, is testing a smaller-size concept within its stores. Because approximately 400 J.C. Penney stores are smaller-format stores of approximately 40,000 square feet (versus the 100,000 square feet the store typically measures in malls), the company is piloting a 350-square-foot Sephora at a store in Sault Ste. Marie, MI.

The smaller store is focusing on Sephora’s private-brand products, such as makeup, skin care, brushes and accessories. The goal with testing the smaller-size store is to determine how the format will perform in a smaller community. If successful, the concept could be rolled out to the smaller-size J.C. Penney stores.

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