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JCPenney announces Sephora at Turkey Creek

Sephora is opening its second store in Knoxville within a year, this time within JCPenney’s freestanding store under construction in Turkey Creek.

JCPenney and its Sephora hub are set to open in March 2009 off the south side of Parkside Drive within Farragut town limits.

“That’s a real difference-maker for us,” said JCPenney district manager Mark Slonim about Sephora’s partnership.

“This will be the first time Sephora and Penney’s have combined forces in Tennessee,” he added, although the two stores have teamed up elsewhere.

Sephora stocks cosmetics, fragrances and skincare products, including hard-to-find and “cult” makeup lines such as Bare Escentuals, Stila, Smashbox, Cosmed-icine, Philosophy and Dr. Brandt, according to an official with DeVries public relations, which represents Sephora.

Sephora also carries its own collection of makeup, skincare, bath and body products and tools and accessories.

According to a press release, “Sephora was the first beauty retailer to … [encourage customers] to touch, play, and try everything from lip glosses to blushes, skincare to fragrance.” 

Sephora also is famous for its well-trained product consultants.

“To ensure that all clients are serviced with the most knowledgeable and professional help, every product consultant is rigorously trained in an intense Sephora educational program focused on skincare and general beauty,” the release reads.

“Sephora product consultants are then able to offer clients a completely non-biased approach when recommending products.”

In February of this year, Sephora opened a store in West Town Mall. The Sephora in Turkey Creek is expected to carry only the bestsellers of the West Town store.

“The Sephora inside JCPenney retail concept is rooted in a powerful combination of aesthetics and lifestyle, which is brought to life by providing clients with a unique product assortment, store design and client services,” the release said.

The 100,000 square-foot Turkey Creek JCPenney also will serve as an American Living hub store.

“American Living is a new, exclusive private label,” Slonim said.

“We’ll pull the whole thing together in the center of the store and create one dominant shop with it,” he said of the American Living hub.

The store likely will not carry furniture, at least not at first.

“It will have a full line of J-CPenney merchandise, with the exception of furniture, which some people might expect to find in there. But we don’t open many stores with furniture anymore,” Slonim said.

Customers should expect this department store to feel quite different than a mall-based JCPenney.

“It’s going to be our newest prototype store … it’s a freestanding store, which is different from a mall-based Penney’s store. Everything is oriented to one entrance,” he said.


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