J.C. Penney Launches Disney Shops in 565 Stores

On Friday (October 4), J.C. Penney (NYSE: JCP) launched Disney store-within-a-store concepts in 565 of its stores, a month after launching the Disney shop on its web site.

The Disney store-within-a-store concept was the brainchild of ousted CEO Ron Johnson. Johnson, of course, was the CEO who decided that J.C. Penney should eliminate coupons and implement an "every day low pricing" strategy.  As a result, the company suffered a $985 million loss in 2012.

The new Disney shops, between 800 and 1,000 square feet each, will feature apparel for children ages two through 10, along with toys and collectibles. "The addition of Disney Shops to J.C. Penney will be a major draw in our kids department, offering customers an entirely new selection of high quality gifts just in time for the holiday season." Betsy Schumacher, senior vice president and general merchandise manager for J.C. Penney's children's department, said in a company statement.

J.C. Penney also plans to market a line of Monster University products, to coincide with the movie's DVD release on Oct. 29. As other new Disney movies are released, the Disney Shop inside J.C. Penney, as well as on jcp.com, will be updated with new Disney merchandise.

For more, see:
This Biz Journals article
This The Wall Street Journal article
This J.C. Penney statement

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