Kohl’s Moving Into Lucrative Beauty Market

Kohl’s has added a beauty department to all 1,100 of its stores in an effort to move into the lucrative beauty and wellness market, according to The Dallas Morning News.

The chain retailer has finished adding the beauty departments several years ahead of schedule, which reflects Kohl’s commitment to the growing beauty industry and its hope that the new department will lead to a jump in sales.

Kohl’s also flew 1,200 store associates to Dallas last week to take part in training classes held by prominent beauty vendors, according to The Dallas Morning News.

Michelle Gass, Kohl’s chief merchandising officer, told The Dallas Morning News that a beauty section was a “missing link” for the retailer. Gass joined Kohl’s in 2013 after 17 years with Starbucks, where she helped the coffee giant roll out its hot food offerings.

Kohl’s stores with a beauty section got a 2 percent lift in sales, according to Gass.

And the commitment of Kohl’s to beauty departments and more wellness products (which include everything from wearables to sleep aids to juicers) amounted to $3 billion in sales last year alone for the retailer.

Kohl’s sold about $100 million worth of wearables in 2015, according to Gass.

“A customer seeking a healthy life as a trend isn’t going to change,” Gass said. “And it comes full circle back to beauty and leading a fulfilled life.”