JCPenney Co. (Plano, Texas) announced that it is piloting a new shopping environment for plus-size customers called The Boutique.
Set to launch next month in 12 select stores, the in-store areas will feature more contemporary clothing choices from brands including Bisou Bisou (Los Angeles) and Levi’s (San Francisco). The expanded product variety will accommodate every occasion from special occasions to fitness wear, as well as select accessories to complement the fashions. Traditional styles geared toward older customers will also be available.
The locations where The Boutique will be launched have not been revealed, although Women’s Wear Daily reports that one location is planned for the New York J.C. Penney in the Bronx’s Bay Plaza.