J.C. Penney wants to make its stores more fun and easier to shop.
The 117-year-old department store retailer opened a revamped location at North East Mall in the Dallas suburb of Hurst, Texas, that features a totally reimagined format and a truncated name: Penney’s (which is how most people refer to it.)
Built around data and insights learned from more than a year of customer research, the “brand-defining” store is experiential at its core, and a direct result of what today’s shoppers want from a retailer, the company said. The new format comes as Penney’s, under a new leadership time put in place by new CEO Jill Soltau, is looking to turn around its fortunes after a long slump of losses.