Ex-DFS chief partners Sephora in new retail venture

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Tina Milton

19-Apr-2006

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JC Penney chairman and CEO Mike Ullman is to captain a project to implement a Sephora shop-in-shop concept across the department store chain's portfolio

Former DFS Group CEO and LVMH Moët Hennessy-Louis Vuitton managing director Myron "Mike" Ullman is to lead an initiative to install beauty concept Sephora into US department store chain JC Penney, where he is chairman and CEO. The shop-in-shop concept will be the exclusive beauty offering in JC Penney outlets and the company stated roll-out will begin in September. The Sephora chain is part of LVMH's Selective Retailing division.

The shop-in-shops will feature the top cosmetics, skincare, fragrance and accessories products carried in Sephora's 120 stores across the US. Each JC Penney Sephora will be located at the core of the store and will bear the signature Sephora look. The areas will be staffed by beauty consultants trained under the Science of Sephora educational programme.

The initiative will also connect the websites of the two companies through a link to sephora.com from jcp.com, which recently exceeded $1bn in annual revenues.

Ullman said: "Our initiative with Sephora is a clear reflection of the transformation under way at JC Penney as we seek to build an emotional connection with our current customers and bring new customers into our stores and onto jcp.com. Our customers have been telling us that they want a beauty selection that is new, exciting and within their reach."

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