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Ulta Beauty ‘Shop in Shop’ Locations Coming to Target

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The branded shop in shop will operate as an extension of the Ulta Beauty experience.

Target and Ulta Beauty announced a long-term partnership that will feature Ulta Beauty “shop in shop” locations in select Target locations nationwide beginning next year.

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 brands. With about 1,000 square feet of retail space, Ulta Beauty at Target will be prominently located next to the existing beauty section.

With the partnership, Minneapolis-based Target and Bolingbrook, Ill.-based Ulta Beauty said they are creating a new way for beauty enthusiasts “to discover exciting prestige brands.” The partnership brings Ulta Beauty’s products to millions of guests who love the ease and convenience of Target’s one-stop shopping experience, according to the companies.

“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 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.”

Mary Dillon, CEO of Ulta Beauty, said Ulta Beauty at Target reflects further evolution in the company’s omnichannel strategy, which is rooted in unlocking the potential of its physical and digital footprints to create more seamless shopping opportunities for its guests.

“More than ever before, now is the time for innovation in retail,” Dillon added. “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, 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.”

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.

Target operates about 1,900 brick-and-mortar stores. Ulta Beauty is the largest U.S. beauty retailer with about 500 locations.

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