A customer receives a hair coloring at a JCPenney store beauty salon in Frisco, Texas, Wednesday, Aug. 30, 2023. JCPenney is reinvesting more than $1 billion into the storied but troubled 121-year-old department store business by the end of 2025 to remodel its stores, upgrade its online shopping site and app and make its supply network more efficient to speed up online shipping among other plans.
“Now is the time more than ever to lean into that and make sure that we’re delivering that experience for our customer,” Rosen said in an interview with The Associated Press. That’s a change of tactics from previous management teams that pursued wealthier shoppers with offers of trendy items and major appliances.
JCPenney, which emerged from Chapter 11 reorganization in December 2020 with new owners, not only has grappled with years of internal issues but also faces an uncertain economy that has challenged healthier department stores. But in this tough economy, JCPenney has a role, Rosen said. He believes shoppers are finding other department stores too expensive, while online retailers and off-price stores don't give them the customer service JCPenney shoppers are looking for.
As part of the latest remodeling push, Rosen said 100 stores have been refurbished. The plan is to remodel anywhere from 50 to 100 per year, he said. Most importantly, Rosen said JCPenney has worked hard to keep the basics like jeans, white-T-shirts, and sheet sets in stock with the full size range or full color assortment, a problem that has plagued the chain and frustrated shoppers.
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