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Target to partner with Ulta Beauty for ‘shop-in-shop’ concept

‘Ulta Beauty at Target’ will debut at more than 100 Target locations starting in 2021

Michael Browne, Executive Editor

November 10, 2020

3 Min Read
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Ulta Beauty at Target will debut at more than 100 Target locations starting in 2021, with plans to scale to hundreds more over time.Target

Mass retailer Target Corp. announced on Tuesday a strategic, long-term partnership with Ulta Beauty to create a store-within-a store concept offering established and emerging prestige beauty brands online and in select Target locations nationwide beginning next year.

The partnership brings Ulta Beauty's best-in-class beauty authority to millions of guests seeking out the ease and convenience of Target's one-stop shopping experience, according to the two companies. It also provides beauty brands an opportunity to expand and grow in a new omnichannel retail experience.

"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 of Minneapolis-based 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."

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A collaboration between Target and Ulta Beauty will be created within select Target locations starting in 2021. The rendering above is not reflective of a final design.

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.

Related:Target makes checkout, pickup faster and safer for holidays

The distinctive, branded shop-in-shop will operate as an extension of the Ulta Beauty experience, mirroring the retailers' existing stores and designed to discover established and emerging prestige brands. With approximately 1,000 square feet of retail space, Ulta Beauty at Target will be prominently located next to the existing beauty section.

To bring Ulta Beauty's expertise and guest-centric experiences to life, the company will train newly hired Target team members to serve as experts on prestige beauty offerings, aligning to Target's focus on providing guest service with deep product expertise. The shop-in-shop is 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 enjoy free shipping available for qualifying orders as well as Target's same-day fulfillment services, Drive Up, Order Pickup and Shipt same-day delivery at participating store locations. Drive-Up and Order Pickup are free on all orders.

Related:Target Q2 sales jump more than 24% overall and 195% in digital

Target operates nearly 1,900 stores offering mass merchandise, apparel, beauty supplies and groceries. Ulta Beauty, based in Bolingbrook, Ill., operates 1,124 stores nationwide.

In an analysts’ note, Jefferies commented, “At the headline level, this is a win-win, pairing a leader in beauty curation (Ulta) with a leader in mass merchandising (Target). Together, Target & Ulta have 100M active loyalty members — with some assumed overlap. Target has distinguished itself from its grocery & mass peers through elevated merchandising, private label brands & collaborations, and superior omnichannel exeuction. Ulta indexes highly in emerging ‘beauty enthusiast’ cohorts, esp. Gen Z/teens, Latinx, and unofficial micro-influencers (individuals who influence their small circle of friends via social media).”

About the Author

Michael Browne

Executive Editor, Supermarket News

Michael Browne joined Supermarket News in 2018 after serving in managing and executive editor capacities at leading B2B media brands including Convenience Store NewsLicense Global and Travel Agent. He also previously served as content production manager for print and digital in the Business Intelligence division of Informa, parent company of Supermarket News and Nation’s Restaurant News.

As executive editor, Mike oversees the editorial content of supermarketnews.com as well as the monthly print publication. He also directs all content-based brand-related projects including the annual Top 75 Retailers report, Category Guide, Retailer of the Year, research surveys and special reports, as well as podcast and webinar content. Mike has also presented and moderated at industry events.

In addition to the positions mentioned above, Mike has also worked as a writer and/or editor for special projects at American Legal Media (ALM), managing editor for Tobacco International, special projects editor at American Banker • Bond Buyer, and as production editor for Bank Technology News and other related financial magazines and journals published by Faulkner & Gray.

A graduate of Fordham University, Mike is based in New York City, where he was born and raised.

Contact Mike at [email protected] or follow him on Twitter and LinkedIn.

 

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