J.C. Penney will begin selling Sephora products online by later this month, Reuters reports, adding that the company plans to add more outlets in locations across the country.
Over 500 locations of the chain department store currently contain Sephora venues.
Company officials also announced that there were smaller-than-expected losses during the last fiscal quarter, given ongoing cash flow from women's handbags and clothing.
J.C. Penney's leadership is looking to continue expanding its market aimed at women's retail.
"I've had the opportunity to go through a transformation like this in a past life and I would say we are a fourth of the way through," the incoming Chief Executive Officer Marvin Ellison revealed, according to Reuters.
"We hope to see benefits in the fall but more benefits starting in 2016."
Overall, J.C. Penney lost $167 million (55 cents per share) in the first quarter of fiscal year 2015, which is almost half the amount the company lost last year ($1.15 per share).
In recent months, the company has been focused on reintroducing discounts and lower-priced goods that were slashed several years prior. Instead of focusing on bringing in higher-end products, J.C. Penney is remaining loyal to its branding strategy of affordability.
The company was founded in 1902.
