New York (CNN Business) The future of a successful mall retailer is apparently outside of the mall: Just look at Sephora.

JCPenney JCP The makeup chain announced that it's opening 100 new stores across 75 cities in North America this year, marking its largest single-year expansion ever in the region. Sephora stores will primarily be in neighborhoods or strip centers, a shift from its previous strategy of opening stores in malls or encompassing a small part of somelocations.

sales. Louis Vuitton's parent company, LVMH LVMHF Sephora said in a press release that brick and mortar continues to be a "huge opportunity" for the brand in addition to its onlinesales. Louis Vuitton's parent company,, which owns the brand, said in its most recent earnings report that the makeup retailer is "experiencing strong growth and continues to gain market share."

That's a rarity in brick-and-mortar retail these days. Many competitors are closing stores.

The new stores will be slightly smaller than the mall counterparts, checking in at 4,000 square feet. Hair and skincare products will be featured at the front of the store, along with new beauty studios. There will also be a greater emphasis on events and classes.

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