JCPenney Unveils Reimagined Penney’s Store

by Katie Lee

Plano, Texas — JCPenney recently unveiled its brand-new store, a completely reimagined format just outside of Dallas in Hurst, Texas, that represents the company’s strategy to put the customer at the center of its business. As a brand-defining store, it is experiential at its core, and a direct result of what today’s shoppers want from a retailer. The store is built around data and insights learned from more than a year of extensive customer research.

“Our customers are at the heart of everything we do,” says JCPenney’s chief executive officer, Jill Soltau. “They told us that they want a retailer that reflects their lives, makes them feel good about themselves, is fun to shop and truly understands the important moments in their lives, big and small. We bring that complete experience to life at our brand-defining store.”

Soltau continues: “This store is more than a renovated location, it is the fullest articulation of our customer-centered strategy, an investment in our future and a lab to inform decisions to return JCPenney to sustainable, profitable growth.”

Customers will be immersed in shopping nirvana in the All-You zone showcasing fashion jewelry and accessories, Sephora® inside JCPenney and the Salon and Spa by InStyle®, helping them bring the finishing touches to their look. Penney’s introduces its first barber shop, The Barbery, that offers a fresh cut, shave and shoeshine.

The company is working to make shopping easier with two The Styling Rooms, one for women and one for men. These are equipped with innovative Style @ Your Service technology to help get new sizes or colors without leaving the fitting room and staffed with dedicated style experts, free of charge, who can help pull together the best look for any occasion.

Penney’s partnered with Pinterest to help customers who are looking for a home refresh to find the inspiration they need through an in-store style explorer. After answering a few home décor preference questions, shoppers will be presented with a curated Pinterest Board featuring JCPenney home products that best meet their needs and match their style.

Also included is Style + Substance, which offers lifestyle workshops on topics such as how to achieve the perfect blowout, smoky eye and even demos of the latest cooking gadgets. The Movement Studio creates a health and wellness destination with instructor-led classes, as well as a full assortment of private and national brand activewear.

The store also has a kid’s destination with a clubhouse where kids can see artwork come to life and participate in the company’s Kids Zone events. Thirteen percent of the store has been dedicated to 11 lounges, including a parent lounge. Customers can also refuel and get a caffeine fix at the Pearl Cup Grab + Go or the Pearl Cup Bistro.

For decades, the JCPenney Portrait Studio has been capturing family moments, which is reimagined through the first-ever Shutterfly Picture Pop Selfie Studio.

J. C. Penney Company, Inc., one of the nation’s largest apparel and home retailers, has approximately 850 stores across the United States and Puerto Rico. For more information, visit and


SOURCE: J. C. Penney Company, Inc.

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