J.C. Penney Unveils New Claiborne, Izod and jcp Shops

       

       

PLANO, Texas—J.C. Penney has debuted its latest round of brand shops as it progresses in its turnaround plan including the reformatting of its stores with 100 shop concepts.

The new shops are for Liz Claiborne, Izod and jcp—the latter a new J.C. Penney private-label brand offering fashion basics. A video with Ron Johnson, J.C. Penney’s CEO, introducing the new shops was posted on multivu.com.

The shops are scheduled to open on Sept. 1 in about 700 J.C. Penney stores throughout the nation. They join previously opened shops for Levi’s, The Original Arizona Jean Co., i jeans by Buffalo, MNG by Mango and Sephora.

Over the next few years, J.C. Penney stores will be transformed into groups of shops showcasing apparel and home brands. Under J.C. Penney’s agreement with Martha Stewart Living Omnimedia, Martha Stewart home-products shops are scheduled to open in February 2013. Other home shops are slated to open sometime next spring, according to a J.C. Penney spokeswoman.