JCPenney Opens First New Store in 8 Years With Modern Design

Department store JCPenney has been working to make a strong comeback since leaving bankruptcy in late 2020. On April 5th, the retailer reached an important milestone by launching its first brand new location in eight years at the Willowbrook Mall in Wayne, New Jersey.

The new 65,000 square foot JCPenney store now occupies the space where Lord & Taylor's store used to be. It's rocking a fresh redesign with an open layout, bright LED lights, movable fixtures, and uses mannequins to display clothing items.

"The new JCPenney store concept in Wayne is bringing a refreshing new take to the in-person department store shopping experience," said Michelle Wlazlo, the company's chief merchandising officer. "We are dedicated to making the in-store experience more inviting for the families we serve."

Beyond just an enhanced look and vibe, the Wayne location shows several strategic changes JCPenney is making to better coordinate its offerings. For example, the beauty and salon sections are now combined together. There are also updated layouts that aim to improve shopping, like placing shapewear next to dresses and bulking up the athleisure product selection.

During its grand opening weekend, the new JCPenney store exceeded expected sales by 48%. Over half of transactions used a JCPenney credit card. The company also reported receiving over 650 new credit card applications since the soft launch in mid-March.

The Wayne location is the first of over 100 stores set to receive upgrades as part of JCPenney's "Make It Count" remodel plan. The $1 billion overhaul includes renovations to physical spaces as well as technology improvements like faster WiFi and integrated inventory systems.

As JCPenney tries to get its business doing better, one of its main competitors - Burlington - plans to launch over 100 new locations across the United States in 2024.