Posted 8:54 pm Sunday, August 08, 2010
Open For Business: JCPenney, Dillard's Get Makeovers
By CHAD THOMAS
Business Editor
Cosmetics and skincare aficionados have dozens of new products to sample after two of Broadway Square Mall's largest department stores underwent monumental makeovers.
Business Editor
Cosmetics and skincare aficionados have dozens of new products to sample after two of Broadway Square Mall's largest department stores underwent monumental makeovers.
JCPenney and Dillard's unveiled a pair of upscale cosmetics counters in their stores a week ago as part of planned nationwide expansions by the retail giants.
As part of its $500 million capital expenditures campaign, JCPenney pledged $3.5 million in renovations to its Tyler location that saw storewide upgrades and the opening of a Sephora beauty boutique in early August.
The 1,500-square-foot Sephora counter is centrally located in the store, featuring a variety of products in makeup, skincare, hair care, fragrances and accessory products.
The Tyler JCPenney -- which opened in 1975 -- is one of 75 stores nationwide to receive a Sephora boutique and one of 23 to undergo major storewide renovations.
Upgrades include the remodeling of the 131,000-square-foot store with wider aisles, improved lighting, restrooms and sitting rooms, and new signs and graphics for easier navigation.
The store hosted a grand reopening July 30, and the changes so far have been well received, said store manager Dennis Hyland.
"It's been very, very positive. Sales have been positive. And we try to get customer comments … and so far they've been good and are improving all the time," he said, adding that since its opening, Sephora is "exceeding their expectations."
"It's been very successful," he said of the new beauty boutique. "I think it will help us attract a different clientele that we haven't had before, bringing them into the store where they'll be able to see all the other products we offer."
On the other side of the mall, Dillard's welcomed the addition of a Kiehl's boutique, the New York-based skin and hair care products seller. Kiehl's -- which began as a pharmacy in 1851 -- now specializes in naturally derived products for women and men, offering fragrances and hair and skin care products.
The Tyler Kiehl's is one of 25 locations opening in Dillard's stores across the country this summer.
"Kiehl's has a long tradition of listening to our customers, and as we've continued to grow across the country, the query of 'when can I buy Kiehl's in my town,' just gets louder and louder," said Chris Salgardo, president of Kiehl's USA.
"Partnering with Dillard's gives us an incredible opportunity to reach communities that we haven't before," he said, "allowing us to finally serve longtime customers who have thus far only purchased Kiehl's online or while traveling, as well as introducing the company to a new community, such as Tyler."
