JCPenney Launches Baby Shops in 500 Stores
August 09 2018 - 7:30AM
Retailer expands
baby categories and assortment to capture available market
share
PLANO, Texas -
(Aug. 9, 2018) - As one of the leading destinations for baby
apparel, JCPenney [NYSE: JCP] is expanding its baby selection to
reflect new merchandise categories that will help parents shop for
their bundle of joy in one convenient location. The Company has
historically offered cribs, high chairs, strollers and car seats at
JCPenney.com, however shoppers will soon find these items in 500
JCPenney stores starting Aug. 30, along with bottles, pacifiers,
diaper bags, bouncer seats and activity centers from respected
brands including Avent®, Graco®, Fisher Price®, Dr. Brown's®,
Tommee Tippee® and Halo®.
"The baby care business is
expected to reach over $13 billion by 2021* and we are seizing this
opportunity to pursue available market share and aggressively go
after the baby customer with these new shops," said James Starke,
senior vice president and head of merchandising for JCPenney.
"We've strategically chosen these 500 JCPenney locations because
the majority of the stores are near a specialty baby retailer that
has recently closed its doors."
The new shops will feature updated
graphics and signage and will be located adjacent to baby apparel,
featuring an expanded assortment of Carter's® clothing along with
Gerber® and Okie Dokie® playwear and sleepwear. Most of the product
displayed will be stocked at the store so parents can take home
their new car seat, stroller, swing or activity center the same
day. Nursery furniture such as cribs and crib mattresses are
available to take home the same day in select stores, while the
remaining stores will arrange to have those purchases shipped
directly to the customer's home. Coordinating dressers, changing
tables and gliders are available at JCPenney.com.
The baby shops inside JCPenney
will also feature an expanded Okie Dokie assortment with new
product categories from the popular JCPenney private brand. Earlier
this year, Okie Dokie baby apparel debuted a major design refresh
boasting playful patterns, modern looks, chic details and
easy-to-style outfits for kids and babies. Along with items from
top brands such as Carter's and Nojo®, parents can now outfit their
little one's nursery with coordinating Okie Dokie crib sheets, bed
skirts, blankets, accessories, gift items and more - all featuring
the same fresh, on-trend aesthetic as the new playwear.
"JCPenney appreciates the
importance of having a broad assortment of baby products online but
we also know that there are certain items that parents - especially
first-time parents - want to see in person. They want to test out
the stroller, feel the crib sheets and compare bottle sizes in
person. Our competition is underestimating the importance of a
physical in-store baby shop and that is where JCPenney is going to
differentiate," added Starke.
The new baby shops will launch
just in time for the retailer's annual "Baby Sale" later this month
and will be promoted via a dedicated 12-page direct mail piece,
showcasing the new baby product categories available in JCPenney
stores. Customers can continue to find an even larger selection of
baby products at JCPenney.com along with maternity wear, nursing
bras and more.
For current store images of the
new baby shops, please visit:
https://www.jcpnewsroom.com/news-releases/2018/0809_launches_baby_shops.html
*Statista
https://www.statista.com/statistics/258435/revenue-of-the-baby-care-products-market-worldwide/
JCPenney
Corporate Communications & Public Relations:
(972) 431-3400 or jcpnews@jcp.com
Follow @jcpnews on Twitter for the latest announcements and Company
information.
About
JCPenney:
J. C. Penney Company, Inc. (NYSE: JCP), one of the nation's largest
apparel and home retailers, combines an expansive footprint of over
860 stores across the United States and Puerto Rico with a powerful
e-commerce site, jcp.com, to deliver style and value for all
hard-working American families. At every touchpoint, customers will
discover stylish merchandise at incredible value from an extensive
portfolio of private, exclusive and national brands. Reinforcing
this shopping experience is the customer service and warrior spirit
of approximately 98,000 associates across the globe, all driving
toward the Company's mission to help customers find what they love
for less time, money and effort. For additional information, please
visit jcp.com.
###
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information contained therein.
Source: J. C. Penney Company, Inc. via Globenewswire
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