The J.C. Penney Sephora Store You Know Is Probably Changing

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When Sephora hit J.C. Penney department stores in 2006, it was kind of a win-win for everyone. More chances to snag your favorite beauty products, big profits for the department store chain and a sort of complete shopping experience where you could get almost everything—what could be better?

Well, according to Fortune, there are some changes coming to the concept fairly soon. For starters,  J.C. Penney is going to try out a new “more compact store” that will ultimately serve the end goal of more of the Sephoras inside the brand’s smaller stores.

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For the first roll-out, there will be a 350-square-foot version (most stores are currently 2,000 square feet) in Sault Ste. Marie, MI. While the actual size might not matter for most beauty lovers, what they’ll be carrying most certainly will: As Fortune also reports, this store will “focus solely on Sephora’s private collection brand.”

“We see this store concept as an opportunity to flex an innovative brand experience for smaller or unserved markets in the future,” said Keri Morris, vice president and general manager of Sephora inside JCPenney.

So what else is in store (literally)? Besides this first new model introduction, there isn’t that much information on what that could mean for expansion, but Fortune did report that the companies “hinted the smaller format could bring Sephora to Penney’s 400 or so smaller-format stores.”

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