JC Penney Launches Store Refresh in Dallas

JC Penney Co. Inc. (Plano, Texas) opened a newly designed store at TimberCreek Crossing in Dallas, with special emphasis on increasing accessory and shoe sales, reports Women’s Wear Daily.

The 105,000-square-foot space is organized around a central square featuring a Sephora shop, fashion jewelry, hosiery and shoes.

Among the store features are an updated fine jewelry department with glass-enclosed corner tower cases; toys for sale at the store, for the first time in 20 years; and men’s and women’s shoes relocated to the middle of the store near related apparel. Technology upgrades include iPads for service consultations and for clients in the hair salon and QR codes scattered throughout the store, encouraging customers to interact with their smartphones.

The Dallas store’s new infant department, including ecru walls and pastel animal graphics, will also be rolled out to JC Penney stores, Jeff Hicks, district manager for JC Penney, told WWD.