JCPenney collaborates with a B2B online portal to grow sales of ‘cosmetic’ brands.


JCPenney and Landing International’s B2B beauty products marketplace go online with the goal of consolidating departmental store beauty branding channels to bring customers under the radar, both online and in-store. Rather than working with multiple beauty product manufacturers, JCPenney works directly with Landing International to cover their range planning, inventory planning and training needs.
The retailer can also receive notifications and view shipping information, including tracking details and analyze the data to determine inventory levels. In addition, JCPenney sales representatives will use Landing’s online training tool to get tips on selling new Landing brands. The deal with Landing International comes several months after the beauty retailer and brand Sephora ended its in-store deal with JCPenney and switched to rival Kohl’s Corp. At the end of last year.

JCPenney launched the independent beauty brand store in 10 JCPenney pilot locations in the US and online on its e-commerce site. The launch also offers buyers a wider price range. The departmental store retailer continues to research other digital channels to find brands for its customers. Sephora products will continue to be available in JCPenney stores and online through the end of 2022.

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