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Retailers form new shop-in-shop partnership for 2021.
November 10, 2020
By: Happi Staff
Target Corporation and Ulta Beauty have formed a strategic, long-term partnership to transform the beauty landscape with Ulta Beauty at Target. The “shop-in-shop” concept will offer established and emerging prestige brands online and in select Target locations nationwide beginning next year. Ulta Beauty at Target will debut at more than 100 Target locations starting in 2021, with plans to scale to hundreds more over time. The planned locations will complement Ulta Beauty's current store footprint, welcoming new guests to the brand and building upon Target's existing assortment of beauty options, according to the companies. With approximately 1,000 square feet of retail space, Ulta Beauty at Target will be prominently located next to the existing beauty section in Target. “The durable strategy we have built has made Target a top retail destination. The ease and convenience of our stores and fulfillment services provide broad reach and relevance for the curated brands our guests love,” said Brian Cornell, chairman and CEO, Target. “In partnership with Ulta Beauty, a company that shares our deep guest focus, we are able to expand our growing beauty business with new, exciting brands, an immersive experience, and loyalty benefits to transform how our guests shop for all their beauty needs.” “Ulta Beauty at Target reflects further evolution in our omnichannel strategy, rooted in unlocking the potential of our physical and digital footprints, creating more seamless shopping opportunities for our loyal guests and continuing to lead the beauty industry. More than ever before, now is the time for innovation in retail,” said Mary Dillon, CEO, Ulta Beauty. “This partnership is an amazing way to further reimagine guest experiences with a partner who shares our company values. We are thrilled to bring our beauty expertise, unparalleled assortment and digital innovation to life in a new channel to delight and deepen loyalty with our existing guests and introduce Ulta Beauty to new guests.” In 2006, Ulta’s competitor in beauty retail, Sephora, teamed with JC Penney Company to offer a similar in-store retail space called Sephora inside JCPenney (SiJCP). This May, J. C. Penney and Sephora USA, Inc. announced that they had reaffirmed their “long-standing partnership to operate the store-in-store concept” after Sephora announced that it planned to pull its stores from inside the beleaguered retailer. Ulta Beauty will train newly hired Target team members to serve as experts on prestige beauty offerings. The shop-in-shop is also expected to be enhanced with Ulta Beauty's immersive, in-store digital discovery tools such as GLAMLab, a virtual try-on tool that provides safe trial across beauty categories. Guests who shop Ulta Beauty at Target online will have free shipping available for qualifying orders as well as Target's industry leading, same-day fulfillment services, drive up, order pickup and Shipt same-day delivery at participating store locations. The online experience on Target.com and the Target app will reflect the look and feel of the elevated Ulta Beauty experience for an immersive, engaging way to find beauty favorites and new products. The Ulta Beauty at Target assortment will be available on Target.com and in select stores in the second half of 2021.
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