Category Crossovers

Let’s be honest, we’ve all strolled past ULTA Beauty in Target with a venti iced latte in hand, and it’s hard to miss Sephora’s branding framing one of the main entrances to Kohl’s.

Over the past few years, beauty retailers have been making their way into mass-market discount and department stores across the country. It makes sense, right? The beauty category is competitive and comprised of high-end brands, so staying relevant and being accessible to as many consumers as possible is crucial for success.

These “shop-in-shop” partnerships are a win-win for both retailers and the beauty category in general. The extensive omnichannel platforms of the larger stores extend more premium beauty brands to a broader audience, while the integration of these products attracts more customers with the potential of spending more time (and money) in-store or online. By collaborating in this way, beauty brands can tap into new customer bases that they may not have reached independently, while the comprehensive shopping experience offers a more diverse range of products in one location for added convenience. Target already had Starbucks and CVS Pharmacy, so why not bring the beauty category along to stay ahead and meet the evolving needs of today’s shoppers?

While the beauty category may have some of the more well-known retailer collaborations, we think some other categories could also benefit from similar arrangements. A few fun crossovers we would love to see are:

Dick’s Sporting Goods at Walmart

Having a Dick’s Sporting Goods section in Walmart could span multiple categories, whether it’s athletic apparel, sports equipment, or outdoor recreational gear. Similar to beauty, this mash up could bring more premium brands like Patagonia and St. Croix to a different audience. Plus, there is already a lot of overlap in other brands between the two stores, so why not join forces and make it even easier for people to get anything and everything they might need in one place?

Wayfair at Chewy

With the global pet industry projected to grow to $500 billion by 2030, the sky’s the limit for brands and product innovations. Adding Wayfair’s wide selection of furniture-style dog crates, pet strollers, and accessories for outdoor pets like chickens and rabbits to Chewy’s online platform (with fast shipping and great customer service) seems like a match made in heaven. The DINKWAD consumers could make this duo a digital powerhouse with endless options for pampering their fur babies!

What other categories would you like to see retailer’s collab on next?

That Time Beauty Got A Makeover

ULTA Beauty at Target

Sephora at Kohl’s

Dick’s Sporting Goods at Walmart

Apple at Costco

Wayfair at Chewy