Ellison Wants J.C. Penney To Be A ‘Dominant’ Home Retailer

As J.C. Penney continues navigating a challenging retail environment, the retailer recently reported that new initiatives to its home products division have been well received by shoppers and more is on the way.

During an investor conference call to discuss first quarter results, Marvin Ellison, J.C. Penney chairman and CEO, said the department store wants to become a dominant home retailer.

“The data tells us that our customers want us to be in this space,” he said. “They want us to sell appliances. It’s been one of our best businesses and it’s continuing to grow.”

He added, “We are very excited about our home strategy regarding appliances, furniture and mattresses along with our home install initiatives.”

J.C. Penney’s major appliance initiative began in January of 2016 with an initial test in 22 locations. Four months later, white goods were expanded to 500 stores and Ellison said the retailer is now bringing its assortment to an additional 100 stores.

Beyond the addition of major appliances, J.C. Penney has also expanded its selection of mattresses, furniture and is testing several other home services including heating and cooling systems, bathroom remodels, home water treatment systems and quick ship-and-install blinds.