JCPenney adding 116 in-store Disney shops

JCPenney (NYSE:JCP) announced it will expand its in-store Disney shops to 116 new locations this year. The retailer currently features Disney in 565 stores.

The department store chain also announced a collaboration with Disney on the upcoming live-action movie, "Cinderella," which includes the sale of apparel, dolls, ball gowns and glass slippers to accompany the film, reported Chain Store Age.

"Appealing to children, parents and grandparents alike, as well as a diverse range of nostalgic collectors who have a strong affinity for Disney, the Disney shop inside JCPenney has become one of our most popular brands," said Lesa Nelson, senior VP of children's at JCPenney. "We are constantly looking for ways to collaborate with Disney–a highly revered, family-friendly brand–and couldn't be more thrilled to be part of promoting the release of 'Cinderella.'"

Just last week JCPenney announced a partnership with InStyle magazine to reinvent its nearly 900 salons nationwide. The Salon by InStyle will kick off this summer in 15 test locations across Chicago, Dallas, Miami and Los Angeles, before rebranding nationwide in 2016.

JCPenney is in the middle of a turnaround plan following a difficult 2014. The retailer is still recovering from attempts to reinvent itself under former CEO Ron Johnson. Johnson's struggles are well documented, and despite the progress made since Mike Ullman's return as CEO, it looks like the retailer isn't out of the woods just yet. Last month the company said it would close 40 stores in the next year, 4 percent of its 1,060 locations, and cut about 2,250 jobs as it tries to raise profits.

For more:
-See this Chain Store Age article

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