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Brief Published: 30 Jan 2012

J.C. Penney’s Overhaul

Extra

In a bid to inject fresh impetus into US department store J.C. Penney, new CEO Ron Johnson is drawing on his previous experience as senior vice-president of retail operations at technology giant Apple to complete an $800m (£509.6m) revamp that will cover both strategy and design.

In-store, this will include discarding overt price signage, restructuring the way product is merchandised, and introducing new speciality shops-in-shops for individual brands. According to Johnson, the revised focus will be on straightforward shopping, stripping out confusing sales gimmicks and radically reducing the 400 brands currently sold by the retailer down to just 100.

US comedian Ellen DeGeneres – whose first job is reputed to have been at a J.C. Penney in Louisiana – has also been brought on board to help re-establish the brand as the nation’s favourite.

The US-wide restructuring is set to be complete by 2015.

J.C. Penney 

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