J.C. Penney is deepening its commitment to a business that has consistently performed for the department store chain, even during its darkest days. The retailer will launch Sephora beauty shops in 70 stores as it expands 32 existing locations, bringing Sephoras to 650 of its 1,000-plus stores by the end of 2017. Sephora has been a reliable traffic driver for J.C. Penney, generating higher sales per square foot —a key performance metric for a retailer — than the company average, while drawing coveted younger shoppers to its stores. When Sephora first debuted at J.C. Penney in 2006, it brought prestige brands that were typically reserved for the glossy beauty counters of higher-tier department stores. Although retailers are muddling through a funk amid massive store closings and liquidations, beauty has been a bright spot.

Source: Forbes April 26, 2017 12:45 UTC