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JCPenney to Unify Direct and Store Groups

JCPenney will reorganize its buying, merchandising and marketing units to integrate its retail and direct (print catalog and internet) organizations.

The company late last week announced the move internally, but has not identified specific job changes, according to Quinton Crenshaw, company spokesperson.

JCP expects about 150, or 3%, of the positions at corporate headquarters to be eliminated.

Buying, merchandising and marketing have long been separate functions between the retail and direct businesses with differences ranging from assortments to pricing and promotions. "We are reorganizing these functions to both leverage our strengths and present a more uniform image to customers," Crenshaw explained. "It will give us a more consistent approach for our customer image."

Penney, for example, has relied upon its catalog as an extension of the color selections of some of its bestselling window coverings that could not be accommodated on its selling floors.

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