Does JCPenney have a partnership with Sephora?

This partnership with Sephora is one of the best moves J.C. Penney has made in recent years. The concept leverages the concession retailing or “ store-within-a-store ” approach, which the companies call “Sephora inside JCPenney,” that in the best cases can work well for both retailers.

Why are JC Penney's Sephora concessions smack in the middle?

Sephora helped revolutionize beauty retailing, removing the aloofness of the department-store beauty counter and bringing more freedom to try and buy. Perhaps that’s why J.C. Penney’s Sephora concessions are smack in the middle of the store.

Does Sephora get a boost from JCPenney?

In this case, both retailers say that it does: Sephora benefits from exposure to markets that it wouldn’t otherwise, Sephora EVP for “ Sephora inside JCPenney ,” Canada and Latin America Satish Malhotra said in a statement. And J.C. Penney gets a boost from Sephora’s reputation and traffic.