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Ulta Beauty Maintains Neutral Stance Amid Strategic Shift and Partnership Conclusion.
ByAinvest
Thursday, Aug 14, 2025 4:47 pm ET1min read
Ulta Beauty's strategic shift and non-renewal of its partnership with Target by 2026 have led analyst Dylan Carden to maintain a Hold rating on ULTA stock. The partnership contributes a modest portion to revenue and operating income, and its conclusion could impact financial performance. Ulta's new CEO aims to optimize existing locations, indicating a cautious approach to growth.
Ulta Beauty (ULTA) and Target (TGT) have announced the non-renewal of their shop-in-shop partnership, which was set to expire in August 2026. The decision to end the partnership, which began in 2021, comes after four years of collaboration. The Ulta Beauty sections within Target stores have been a significant draw for beauty shoppers, offering a range of prestige products and the convenience of linking Ulta Beauty Rewards and Target Circle accounts [1].Target and Ulta Beauty stated that the partnership has been successful, with Ulta Beauty products available in more than 600 Target stores across the United States. However, the companies cited various factors, including Target's operational challenges and Ulta Beauty's strategic focus on its own retail expansion, as reasons for the non-renewal [1].
The news has had a modest impact on both companies' stock prices. Target's shares fell by about 2% in early trading, while Ulta Beauty's stock slid by about 1%. Analysts have noted that the partnership contributed a modest portion to revenue and operating income for both companies, and its termination could have a minor impact on their financial performance [1, 2].
Ulta Beauty's new CEO has emphasized a cautious approach to growth, focusing on optimizing existing locations and enhancing digital engagement. The company's recent expansion initiatives, such as the launch of K-Beauty World and SACHEU's retail rollout, have contributed to a 29% share price increase last quarter [3].
Despite the non-renewal of the partnership, Ulta Beauty's focus on exclusive brand launches and digital improvements has analysts projecting a revenue growth rate of 4.6% per year. However, increased competition and execution challenges may apply pressure on profit margins [3].
References:
[1] https://www.nbcnews.com/business/business-news/ulta-target-will-end-deal-store-beauty-shops-year-rcna225085
[2] https://stocktwits.com/news-articles/markets/equity/target-ulta-beauty-shares-decline-as-beauty-partnership-to-wind-down-in-2026/chsRmhpRdOL
[3] https://finance.yahoo.com/news/ulta-beauty-ulta-target-end-172421073.html
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