J.C. Penney Unveils Reimagined Penney’s Store

J.C. Penney is showcasing its brand-new store, a reimagined format just outside of Dallas in Hurst, TX, that represents the company’s strategy to inspire and connect with customers.

The brand-oriented store is built around data and insights learned from more than a year of customer research, and showcases the transformational changes that the company is implementing as part of a holistic plan to rebuild and renew J.C. Penney, the company noted.

“Our customers are at the heart of everything we do,” said Jill Soltau, CEO, J.C. Penney. “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. 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 J.C. Penney to sustainable, profitable growth.”

Brands and products are curated for shoppers and how they want to shop, including: All Day for casual work wear and weekend wear; On Point for when customers want to be a bit more refined and polished; Move for everything from low to high impact; Chill for the stylish 5-to-9 and lounge and sleepwear; and Shine for those special occasions.

In terms of home goods, Penney’s also 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 J.C. Penney home products that best meet their needs and match their style.

An All-You zone showcases fashion jewelry, while the retailer will continue to highlight its Sephora inside J.C. Penney and the Salon by InStyle. Penney’s also introduces its first barber shop, The Barbery. The Styling Rooms, one for women and one for men, are equipped with innovative Style @ Your Service technology.

The Style + Substance area offers lifestyle workshops on topics such as how to achieve the perfect blowout and 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 has a kid’s destination with a clubhouse where kids can participate in the company’s Kids Zone events. Customers can also refuel at the Pearl Cup Grab + Go or the Pearl Cup Bistro. The J.C. Penney Portrait Studio is reimagined through the first-ever Shutterfly Picture Pop Selfie Studio.

To showcase the full offering of the new store to customers, there will be in-store events held every weekend between November 1 and 24.