Penney’s New “Fine” Departments

J.C. Penney Co. Inc. (Plano, Texas) is rolling out new concepts in its home and fine jewelry departments.

On Friday, Penney will unveil a new look for its home areas in 500 stores, featuring a collection of 20 branded boutiques including merchandise from Michael Graves and Jonathan Adler. It was also planning to include a Martha Stewart collection, but those plans have been tied up in court due to a lawsuit filed by competitor Macy’s Inc. (Cincinnati), which claims an exclusive deal for Stewart’s merchandise.

To make room for the new labels, the Associated Press reported that Penney got rid of some long-standing designer names, including traditional home furnishing brand Chris Madden.

The shops will range in size from 300 to about 800 square feet, and will include goods from Bodum, a Copenhagen-based kitchenware company, as well as Jonathan Adler and Michael Graves, the architect turned home designer whose goods made such an impact in Target stores a decade ago when Penney ceo Ron Johnson was a Target executive.

Penney also announced the April 28 debut of its new Bijoux Bar in about 650 stores. The new-look fine jewelry department will include 16 collections.

“This is really better fashion jewelry,” Pam Mortensen, svp and general merchandise manager of fine and fashion jewelry, told Women’s Wear Daily. “Some people call it bridge. We think The Bijoux Bar will attract a new customer and resonate with our current customers. The customer has been in our store but going to other places to buy this product.”

Penney is hoping The Bijoux Bar will have the same effect in the center core as did Sephora shops, introduced in 2006. In 2011, reported WWD, Sephora shops generated $600 a square foot in sales, compared with Penney’s overall store productivity of $200 a square foot.

The Bijoux Bar will have a horseshoe configuration with its own fixturing and will be in a prominent spot in fine jewelry, next to Sephora.