Courtesy: fierceandnerdy.com

JC Penney is celebrating 10 years of its association with Sephora by announcing the opening of 60 new Sephora stores inside JC Penney locations, including a new flagship opening this Fall at Salinas in California.

Nearly half of the 60 new Sephora inside JC Penney locations will debut tomorrow, while the remaining locations are expected to open by June 17.

The company expects to capture a greater market share and reap maximum benefit from the back-to-school and holiday shopping seasons through the launch of these locations.

On its collaboration with Sephora, Satish Malhotra, Executive V-P at Sephora inside J.C. Penney, Canada and Latin America, said, “Our 10-year collaboration with JC Penney has been an incredible partnership that has yielded both business growth and unmatched exposure in numerous markets across the United States.”

Established in 1902 by James Cash Penney, the American departmental store has a wide range of collection of apparel, footwear, accessories and housewares and has 1,000 stores in the United States and Puerto Rico. The company, in 2006, inked a deal with Sephora, a cosmetics chain, to open Sephora outlets inside select JC Penney stores. Later by 2010, JC Penney succeeded in increasing its revenues from online purchases, thus suspending its catalogue sales.