Workflow
Calling It Quits, Ulta Beauty And Target's Partnership Unravels
Forbesยท2025-08-15 17:10

Core Insights - Ulta Beauty and Target will end their five-year shop-in-shop partnership in August 2026, having established 600 locations, which is below the initial target of 800 [2][3] - The partnership's conclusion is expected to impact Target more negatively, as it is already facing declining sales and foot traffic, while Ulta is likely to benefit from distancing itself from Target's recent reputational issues [4][5] Ulta Beauty's Position - Ulta's reputation is tied to its partnerships, and the decision to end the collaboration with Target may enhance its standing as Target's reputation has declined [5] - Ulta's total royalties from Target were $23.7 million last year, down from $28.8 million in 2023, but the company anticipates only a minimal revenue impact of 1% or less from the partnership's end [10] - With the partnership ending, Ulta can refocus on its core business and growth opportunities, including the recent acquisition of British retailer Space NK and international expansion plans [12][13] Target's Challenges - Target has experienced ten consecutive quarters of flat or declining sales, with a recent 2.8% drop in net sales and a 3.8% decline in comparable sales in Q1 2025 [5] - Foot traffic to Target stores has decreased by 4% and 3% in the first and second quarters of this year, exacerbated by calls for boycotts [6] - Target's revenues peaked at $109.1 billion in 2022 but fell to $106.6 billion in 2024, with beauty being the only category to show growth [7][8] Future Outlook - Target is expected to guide for a low single-digit decline in sales this year, with employee confidence reportedly low, as 40% of employees have lost faith in the company [8][9] - The search for a new CEO is critical, with a strong preference among investors for an external candidate to lead the company through its challenges [9]