Sephora Opens 2nd Huntsville Location at Madison Square Mall JCPenney

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JCP team members help Sephora Beauty Leaders cut grand opening ribbon. (PHOTO: David Wood, WHNT)

HUNTSVILLE, Ala. (WHNT) – Sephora inside Madison Square Mall’s JCPenney opened Friday morning to nearly 200 patient customers who began lining up outside the department store around 7:30 a.m. The change to snag complimentary Sephora swag and gift cards was offered to the first 100 customers through the door.

“Sephora Inside JCP” as the locations are called offers all the beauty advice and expertise you’d find at a stand-alone store. Managers say this a huge opportunity for the department store started in 1902 – Sephora bringing new blood and new life.

“We are able to welcome new customers that may not be familiar with JCPenney – Maybe their parents or grandparents shopped with us and they haven’t been inside the store for a while,” explains general manager Brian May.

May says a couple of years ago JCP switched its image appealing to a new demographic – a far cry from catalogue sales, home goods and Arizona Jeans – but not everyone took kindly to the upgrade, says May. 

“We’ve gone back to a lot of the previous strategies that were successful. We have a lot of new looks in the store, new departments throughout the store, so it’s just a great opportunity to welcome everyone back.”

The Madison Square Mall JCPenney location was 1 of 50 stores nationwide introducing Sephora to its brand on May 2. The partnership between the 2 companies began in 2006.