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    Shopping News

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

    Teresa Gubbins
    Nov 1, 2019 | 4:45 pm
    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.

    openingsshopping
    news/fashion

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    Knox Street news

    3 global retailers to make Texas debut in Dallas' Knox St. development

    Stephanie Allmon Merry
    Dec 17, 2025 | 10:44 am
    Knox St. project
    Courtesy rendering
    A rendering of the Knox St. project.

    A giant mixed-use development in the Knox Street neighborhood that will include a hotel, office, residential, restaurants, and retail has revealed the first four stores moving in, and three are making their Texas debut: lifestyle brands Doen, Staud, and Toteme. TWP, which has a location at Highland Park Village, will also open up shop at Knox Street.

    “After years of strategic planning and forging incredible partnerships, we are collaborating with the best brands and teams across every industry to create a truly distinct vision for world-class shopping, dining, hospitality, and residential living,” says Sabrina Gleizer, partner, BDT & MSD Partners, in the release.

    The project is a joint venture partnership of MSD Partners, Trammell Crow Company, The Retail Connection, and Highland Park Village Associates. It sits on a four-acre site adjacent to the Katy Trail and is expected to open in 2026.

    Upon completion, it will total one million square feet of mixed-use space, including a hotel managed by the Auberge Resorts Collection.

    “We’re extremely excited to bring such a dynamic collection of prominent brands, with both global and local prestige, to Knox Street,” says Stephen Summers, head of retail leasing for Knox Street, in the release.

    Without further delay, here are descriptions of all four retailers coming to Knox Street, as described, in full, in the release (including the all-CAPS style):

    DÔEN
    "Launched in 2016 and founded by Santa Barbara-born sisters, Margaret and Katherine Kleveland, and a Collective of partners, DÔEN is a digitally-led, multi-channel fashion and lifestyle brand. Their mission is to create lasting, beautiful collections while supporting individuals in all aspects of their organization, supply chain, and community. The collections celebrate womanhood, thoughtfully designed for women and the bustling, busy, and beautiful lives they live in their clothes. The pieces are meticulously crafted to be passed on for generations, evoking a timeless whimsy and an unapologetic femininity. The brand works with domestic and international partners who share their values and commitment to gender and social equality as well as giving back by partnering with foundations that directly benefit their employees and surrounding communities. DÔEN’s current shops include Brentwood Country Mart, Montecito Country Mart, Lido Marina Village and Marin Country Mart in California, in addition to locations in New York City, Sag Harbor and Nantucket."

    STAUD
    "In 2015, Sarah “Staud” Staudinger and George Augusto co-founded the LA-based lifestyle brand STAUD upon the idea that fashion shouldn’t just empower women – it should be accessible, too. At the heart of STAUD is design. Crafted at the intersection of timeless classics and perfect novelty, STAUD offers a collection of clothing, handbags, shoes and accessories to the modern woman who appreciates both. Current locations include Los Angeles, New York, Palm Beach, Boston, East Hampton, Nantucket, Georgetown, and a pop-up at MARKET in Highland Park Village."

    TOTEME
    "TOTEME is a fashion house rooted in Swedish sensibilities, modern aspirations and the notion of style. With an appreciation for women’s many roles and how pieces are worn in practice, TOTEME crafts emblematic designs with an emphasis on materiality and shape. Archetype pieces are examined through a female lens and realized with sumptuous fabrics, rich textures and graphic silhouettes. Representing a direct and decisive way of dressing, the collections are contextualized in curated edits, visuals and spaces. TOTEME was founded in 2014 by Elin Kling and Karl Lindman. From its atelier in Stockholm, the house creates ready-to-wear, shoes, bags, accessories and jewelry. TOTEME currently has store locations in New York City, Los Angeles, and Aspen."

    TWP
    "Trish Wescoat Pound has spent a lifetime dedicated to designing clothes for Women. Trish founded TWP to offer her own take on American sportswear; effortless, unbound, understated pieces that complement the reality of women’s lives. Raised in Oklahoma, although undoubtedly a New Yorker at heart, she blends the utilitarian spirit of the American Midwest with a metropolitan sensibility. Each season draws upon Trish’s core influences: American heritage workwear, men’s inspired shirting and tailoring, and the brand’s home, New York City. Working with her daughter, Jillian, a stylist, the duo leads the creative across the brand. This intergenerational dialogue – of relevance and wisdom – is a strong source of inspiration to all of Trish’s collections. TWP currently hosts a space in Highland Park Village, in addition to three stores in New York, a boutique in Palm Beach, West Hollywood, and Aspen."

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