J.C. Penney is expanding its partnership with beauty giant Sephora, online and offline. 
The retailer announced it will open 70 new in-store Sephora shops in Penney locations and also expand 32 existing shops by nearly 50% to accommodate more products and services. As part of the expansion, Penney will hire 800 beauty consultants. Sephora shops will be featured in nearly in nearly 650 Penney stores in 2017.