JCPenney Opens Remodeled New Jersey Store

Following several years of closing stores in an effort to rightsize the company, department store retailer JCPenney recently unveiled its new anchor store at New Jersey’s Willowbrook Mall.

Located in the northern part of the Garden State in the community of Wayne, the refreshed and revitalized store features a smaller footprint, a curated merchandise selection, and a salon and beauty section located side-by-side. 

The grand re-opening held April 5 saw more than 500 customers receive thousands of dollars worth of gift cards and a few lucky shoppers went home with a diamond necklace, full size Olaplex products, JLO perfume, and more. 

The New Jersey store is part of JCPenney’s plan announced in the summer of 2023 to reinvest more than $1 billion into the company.

By fiscal 2025, JCPenney says it will reinvest in itself by enhancing its digital capabilities, in-store physical and technology upgrades and merchandising operations. The retailer also detailed its new customer strategy and brand proposition “Make it Count,” which will include expanded adaptive private label apparel options for those with disabilities.

“JCPenney is on strong financial footing and is steadily increasing relevance and frequency with our core customers,” Marc Rosen, CEO of JCPenney, said when announcing the $1 billion reinvestment plan. “We are poised for continued growth and know that the surest path to success is by focusing on our customers. That’s why we are wholly committed to serving hardworking families across America with the attention, value, quality, choice and experience they deserve. Our customers are passionate, resilient and tireless in their efforts to make every moment count. We’re here to help them do that every day.”

There are several initiatives in the plan, including:

• Enhanced digital capabilities: JCPenney is highlighting the value it offers across product categories through a more seamless shopping experience and increased customer personalization. The company will continue to upgrade its website and mobile app with, among other features, improved search functionality and product details, customer product reviews and more customized product and styling recommendations. These upgrades will enable customers to enjoy a more rewarding shopping experience across channels.
• In-store physical and technology upgrades: Every visit to JCPenney should be worth the trip. To make the in-store experience more inviting and productive, the company’s more than 650 stores are undergoing varying updates, including enhanced store look and feel, improved technology and associate tools and physical upgrades. Additions like a new point-of-sale system will better integrate with inventory, and upgrades to in-store Wi-Fi networks will provide faster, more reliable connections for customers and associates. More than 100 stores have already been refreshed.
• Merchandising and supply chain optimization: JCPenney is upgrading merchandising tools and supply chain operations so customers can shop the right products at the right place and at the right price. New inventory management systems, among other tools, will enable greater accuracy in decision-making and efficiency in execution, allowing JCPenney to cater to customers’ unique needs, fulfill orders faster and reduce purchase delivery times. Enhanced tools will also scale JCPenney’s ability to provide customized and localized product assortments in tune with local community preferences and trends.