Sephora to Open in J.C. Penney Stores

In a bid to lure young female customers, J.C. Penney Co. said it would open Sephora stores within its department stores starting this fall, under an agreement with the high-end cosmetics retailer.

Sephora will open “store-within-stores” and be the exclusive seller of beauty products at J.C. Penney, which has been trying to erase its image as a dowdy middle-market department store operator with younger, more modern merchandise and marketing.

Sephora is owned by Paris-based luxury goods maker LVMH Moet Hennessy Louis Vuitton.