JCPenney unveils new concept Penney’s, its store of the future

American department store JCPenney has reimagined the idea of shopping in its brand-new store in Hurst, Texas, unveiling a new concept called Penney’s.

The store is built around data and insights learned from more than a year of customer research and represents the company’s strategy to put the customer at the centre of its business, it says.

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

Stock is organised by occasion and is categorised as All Day for casual work wear and weekend wear; On Point for refined and polished; Move for everything from low to high impact; Chill for the stylish 5-to-9 customers; and Shine for special occasions.

Penney’s is fitted with lounges such as the All-You zone carrying fashion jewellery and accessories; InStyle Salon offering beauty services and a barber shop called The Barbery.

The fitting rooms are equipped with Style @ Your Service technology to help customers find sizes or colours without leaving the room and are staffed with dedicated style experts, free of charge.

The store holds lifestyle workshops at its Style + Substance lounge, while its Movement Studio offers health-and-wellness classes, led by instructors.

Penney’s also has a clubhouse catered to children, where they can see artwork come to life, as well as participate in the events.

While their kids are busy having fun, parents can recharge at the parent lounge or get a caffeine fix at the Pearl Cup Grab + Go or the Pearl Cup Bistro.


JCPenney has partnered with Pinterest to offer an in-store style explorer to help customers find inspiration and ideas for styling their homes.

And to enhance the in-store experience, Penney’s allows app users to book their appointments at the Salon by InStyle and The Barbery, schedule curbside pickup, secure their spot at any Style + Substance workshop and Movement Studio class, reserve clothes to try on and call an associate to get support anywhere in the store.

The new store is a part of the company’s effort to reconstruct its business that has been struggling for years, and adds to its footprint of approximately 850 stores across the US and Puerto Rico.

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