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First location of Penney’s new reimagined store concept opens in DFW

First location of Penney’s new reimagined store concept opens in DFW

Penney's
The new store rethinks the way people shop. Photo courtesy of JCPenney

Plano-based JCPenney has unveiled a dramatic new format of its store, with the debut location in Hurst.

The new format comes with a coffee shop, fitness classes, high-tech dressing rooms, and a reorganization that rethinks the way clothes are usually sold.

JCPenney CEO Jill Soltau says in a statement that the new concept is built around data and insights the company learned from more than a year of customer research, and it represents the changes that are part of a plan to rebuild and renew JCPenney.

"Customers 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," Soltau says. "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 JCPenney to sustainable, profitable growth."

The store has been reorganized around how customers live their lives and the different occasions in their day, week, and year.

  • All Day is for casual work wear and weekend wear.
  • On Point is for when customers want to be more refined and polished.
  • Move is for everything from low to high impact.
  • Chill is for after work including lounge and sleepwear.
  • Shine is for special occasions.

An "All-You" zone showcases fashion jewelry and accessories, Sephora inside JCPenney, and the Salon and Spa by InStyle. Penney's is also introducing its first barber shop, The Barbery, with services that include haircuts, shaves, and shoe shines.

New fitting rooms called The Styling Rooms come equipped with innovative Style @ Your Service technology to help get new sizes or colors without leaving the room, and staffed with free style experts who can help pull together the best look.

For its home goods, Penney's has partnered with Pinterest with an in-store style Pinterest Board that features JCPenney home products. You state your preferences and it responds with a custom selection.

The company's most trusted private brands, including Worthington, Liz Claiborne, St. John’s Bay, and Stafford, are available alongside national brands such as Levi’s, Nike, and Adidas.

Classes and workshops
Innovative new additions include lifestyle workshops on topics such as how to achieve the perfect blowout, smokey eye, 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 also has a kid's destination with a clubhouse where kids can see artwork come to life and participate in Kids Zone events. The store now has 11 lounges, including a parent lounge to give parents a place to recharge.

Customers can also refuel and get a caffeine fix at the Pearl Cup Grab + Go or the Pearl Cup Bistro.

The JCPenney Portrait Studio, a company staple, has been reimagined through the first-ever Shutterfly Picture Pop Selfie Studio.

A JCPenney app enables customers to book appointments at the Salon and Spa by InStyle and The Barbery; schedule curbside pickup; secure their spot at any Style + Substance workshop and Movement Studio class; reserve clothes to try on; and call an associate to get support anywhere in the store.

To showcase the new store, there will be in-store events held every weekend between November 1-24. Customers can visit www.jcpenney.com/hurst to learn more and view the schedule of events.