Furniture Featured In J.C. Penney’s Expanded Baby Shops

Furniture will be a key product category in J.C. Penney’s expanding baby product selection that will roll out to 500 stores.

Nursery furniture such as cribs and crib mattresses are available to take home the same day in select stores, while the remaining stores will arrange to have those purchases shipped directly to the customer’s home. Coordinating dressers, changing tables and gliders are available at

In addition, the new shops will feature updated graphics and signage and will be located adjacent to baby apparel, featuring an expanded assortment of clothing along with playwear, sleepwear, care and safety items, feeding, travel products and more. The new baby shops will launch in time for the retailer’s annual “Baby Sale” later in August and will be promoted via a dedicated 12-page direct mail piece, showcasing the new baby product categories available in stores.

“The baby care business is expected to reach over $13 billion by 2021 and we are seizing this opportunity to pursue available market share and aggressively go after the baby customer with these new shops,” said James Starke, svp/merchandising for J.C. Penney. “We’ve strategically chosen these 500 locations because the majority of the stores are near a specialty baby retailer that has recently closed its doors.”