BoF: Sephora to Continue its Retail Expansion in an Unexpected Place — Zappos
Sephora plans to begin selling its beauty products on online footwear site Zappos, according to the Business of Fashion, which cites a webinar in which Sephora executives spoke about the new partnership. Neither Sephora nor Zappos has yet released a formal announcement about the deal.
Zappos has been steadily expanding beyond its footwear roots into fashion and accessories for several years, but beauty remains relatively untouched by the Amazon-owned ecommerce platform. During the same period, Sephora has been rapidly expanding its U.S. brick-and-mortar footprint through store-in-store partnerships, first with JCPenney and more recently at Kohl’s locations across the country.
BoF said that on the webinar Sephora outlined “how Zappos will add another major retailer to the company’s U.S. distribution network while marking the footwear seller’s biggest move into beauty to date.” Sephora said that the Zappos opportunity would be offered to all the brands it sells and distribution will be handled by Sephora. Zappos customers will have access to Sephora’s Beauty Insider Program, and Sephora shoppers will be able to collect loyalty points at both retailers.
“Our mission at Sephora continues to center around welcoming more people into the prestige beauty community; this includes finding innovative ways to expand access and discovery,” the webinar read in part, according to BoF.
In response to email requesting confirmation from Retail TouchPoints, a Sephora spokesperson simply said, “We look forward to sharing more about the partnership in the coming months.”