J.C. Penney launches new home department - WFMJ.com News weather sports for Youngstown-Warren Ohio

J.C. Penney launches new home department

Posted: Updated:
By MAE ANDERSON
AP Retail Writer

J.C. Penney wants you to come home.

The struggling department store this week launched its newly revamped home departments in 500 of its 1,100 stores, which feature splashy displays of new lines by designers and celebrities like Jonathan Adler, Michael Graves and Martha Stewart. The aim is to use the new home lines - which will each be displayed in a store-within-a store format grouped together in the center of the store - to attract customers back into its stores after a bold attempt to remake the department store chain failed.

But it won't be easy. CEO Mike Ullman, who became CEO in April, told The Associated Press that the company has let its home department slip in recent years as it stopped offering catalogues in favor of online sales.

"It's safe to say we hit the low point of home in terms of share penetration," said Ullman, during an interview at a launch event in New York on Thursday. "Now it's a question of building it back up."

Ullman said the new home lines range from classic to modern and should appeal to Penney's broad mix of shoppers. There are more gift items and furniture than previously offered and the company has brought back its drapery business.

He added that the home business is a promotional one, so plenty of sales are planned, particularly in the furniture area. For the "housewarming" sale to launch the new home lines, a Jonathan Adler Happy Chic queen-size bed was marked down to $1425 from $2375 and a Design By Conran chair was marked down to $735 from $1225.

That's quite a change from former CEO Ron Johnson's 18-month tenure. Johnson got rid of most sales. Johnson also envisioned J.C. Penney stores remade into boutique shopping experiences, with brands divided up into store-within-stores. After he was replaced by Ullman in April, the home division may be one of few parts of the store that actually carries out that vision.

Ullman declined to comment on J.C. Penney's plans beyond the home department. But he said the company has made a big investment in the home unit. While home sections typically are among the least profitable of a department store, they help to drive customers into the store. And the timing might be right with the housing market on the upswing.

"We've never had this many attractions or had this space commitment (to the home department) and we know that the dotcom experience has been improved, so we're optimistic," he said. He declined to give any specific sales targets for the division.

J.C. Penney started rolling out the new departments at 500 locations in April, but completion was pushed back until this week due to construction delays. Each shop-within-a-store will have its own distinct look and will range in size from 300 to about 800 square feet.

Among the new shops-within-stores will be Bodum, a Denmark-based kitchenware company. Jonathan Adler, known for his whimsical designs in home decor, also will have a shop. And Michael Graves, the architect turned home designer, will showcase his minimalist style in kitchen and home accessories in mini boutiques. Other lines include a party line by Martha Stewart, Pantone decor and bags and notebooks from U.K. firm Ordning & Reda.

Copyright 2013 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed

  • More From wfmj.comHot ClicksMore>>

  • Too hot to handle: Politics of warming part of culture wars

    Too hot to handle: Politics of warming part of culture wars

    Saturday, June 23 2018 4:14 AM EDT2018-06-23 08:14:33 GMT
    (AP Photo/Eric Jamison, File). FILE - In this Aug. 10, 2009, file photo, former-Sen. Tim Wirth moderates the National Clean Energy Summit 2.0, in Las Vegas. Three decades after early warnings about global warming, the issue has become entrenched in the...(AP Photo/Eric Jamison, File). FILE - In this Aug. 10, 2009, file photo, former-Sen. Tim Wirth moderates the National Clean Energy Summit 2.0, in Las Vegas. Three decades after early warnings about global warming, the issue has become entrenched in the...
    Three decades after early warnings about global warming, the issue has become entrenched in the nation's culture wars.More >>
    Three decades after early warnings about global warming, the issue has become entrenched in the nation's culture wars.More >>
  • Beer may lack fizz in Europe amid carbon dioxide shortage

    Beer may lack fizz in Europe amid carbon dioxide shortage

    Saturday, June 23 2018 4:14 AM EDT2018-06-23 08:14:22 GMT
    (Nigel French/PA via AP). England supporters celebrate Harry Kane's winning goal as fans watch the World Cup soccer match between Tunisia and England at the Lord Raglan Pub in London, Monday, June 18, 2018.(Nigel French/PA via AP). England supporters celebrate Harry Kane's winning goal as fans watch the World Cup soccer match between Tunisia and England at the Lord Raglan Pub in London, Monday, June 18, 2018.
    A British trade group says there's a shortage of carbon dioxide in Northern Europe _ sparking fears that drinks may lack fizz just as thirsty soccer fans fill pubs for the World Cup.More >>
    A British trade group says there's a shortage of carbon dioxide in Northern Europe _ sparking fears that drinks may lack fizz just as thirsty soccer fans fill pubs for the World Cup.More >>
  • Chicago teen eligible for parole next April in 2014 killing

    Chicago teen eligible for parole next April in 2014 killing

    Saturday, June 23 2018 3:53 AM EDT2018-06-23 07:53:33 GMT
    (Jessica Koscielniak/Chicago Sun-Times via AP). In this May 5, 2014 photo, the casket of Endia Martin is carried by pallbearers following funeral services for 14-year-old at St. Andrew Temple Baptist Church in Chicago. Martin was killed by another 14-y...(Jessica Koscielniak/Chicago Sun-Times via AP). In this May 5, 2014 photo, the casket of Endia Martin is carried by pallbearers following funeral services for 14-year-old at St. Andrew Temple Baptist Church in Chicago. Martin was killed by another 14-y...
    Chicago teenager set to be sentenced for killing another girl during a 2014 street fight that started as a Facebook feud over a boy.More >>
    Chicago teenager set to be sentenced for killing another girl during a 2014 street fight that started as a Facebook feud over a boy.More >>
  • More NewsMore>>

  • Elderly man found alive in ditch in Southington Twp.

    Elderly man found alive in ditch in Southington Twp.

    Saturday, June 23 2018 3:57 AM EDT2018-06-23 07:57:02 GMT

    The Trumbull County Sheriff's Office is investigating after an elderly man was hit by a vehicle Friday night. 

    More >>

    The Trumbull County Sheriff's Office is investigating after an elderly man was hit by a vehicle Friday night. 

    More >>
  • North Jackson woman killed in traffic accident

    North Jackson woman killed in traffic accident

    Friday, June 22 2018 11:22 PM EDT2018-06-23 03:22:44 GMT

    A two-car accident took place in North Jackson around 6 p.m. on Friday. According to officials, one car failed to yield and struck a truck. The truck then rolled over into a ditch, and then into a field on it's top. One person is reported by police to have non-life-threatening injuries. The intersection of Blott and Rosemont is currently closed. Officers say it will hopefully be open by 9 p.m.  

    More >>

    A two-car accident took place in North Jackson around 6 p.m. on Friday. According to officials, one car failed to yield and struck a truck. The truck then rolled over into a ditch, and then into a field on it's top. One person is reported by police to have non-life-threatening injuries. The intersection of Blott and Rosemont is currently closed. Officers say it will hopefully be open by 9 p.m.  

    More >>
  • Person of interest detained in Howland shooting

    Person of interest detained in Howland shooting

    Friday, June 22 2018 11:12 PM EDT2018-06-23 03:12:10 GMT

    A person of interest in a Howland shooting Friday evening is detained and the perimeter that officers set up to search the area near Giant Eagle and Howland High School has been taken down.

    More >>

    A person of interest in a Howland shooting Friday evening is detained and the perimeter that officers set up to search the area near Giant Eagle and Howland High School has been taken down.

    More >>
Powered by Frankly
All content © Copyright 2000 - 2018 WFMJ. All Rights Reserved. For more information on this site, please read our Privacy Policy and Terms