J.C. Penney Home Soft Launch Set for this Weekend
April 5, 2013,
PLANO, Texas-J.C. Penney plans to soft-open its first home shops in about 650 stores and on jcp.com this weekend, a J.C. Penney spokeswoman said.
The shops are part of the reformatting of the department store spearheaded by CEO Ron Johnson. Since taking this post in 2011, Johnson has led the transformation of J.C. Penney from a promotional department store to a specialty department store, with shops as the focus of the new format in the stores.
According to a company statement, the shops will include Michael Graves Design, with cookware, small appliances, kitchen gadgets, dining and entertainment products, decorative accessories and lighting; MarthaCelebrations, featuring candles, balloons, cupcake liners, tableware and party decor designed in collaboration with Martha Stewart; Happy Chic by Jonathan Adler, with bedding, bath accessories, home accents and furniture pieces; and Design by Conran, created in collaboration with Sir Terence Conran and offering living-room and dining-room furniture (home decor, lighting and textiles will arrive in these shops next month).
Among the vendor shops that are part of the soft opening are Bodum, with small appliances, kitchen gadgets, cutlery, glassware, coffee presses and teapots from the housewares manufacturer; and Ordning&Reda, a European brand that will feature office supplies, stationery, journals, desk-organization products, leather goods, bags and technology accessories.
The statement said these new shop will complement J.C. Penney's existing brand partnerships in its home assortment. Among these are Royal Velvet in window, kitchen, dining and furniture; Studio in bedding and bath products; Pantone Universe in bedding and bath; and Keurig, Cuisinart, Calphalon, KitchenAid and Fiesta in housewares.