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JCP Unveils Home Department

The ceo who envisioned it has exited the company. It arrived nearly three months later than scheduled. And a Macy's lawsuit thwarted the original plan to anchor the home department around a 20,000-square-foot Martha Stewart store.
     But on June 6, JCPenney finally pulled down the construction screens that had enveloped the floor to reveal its home reset in 500 stores.
     Key branded areas include Michael Graves Design, MarthaHome, Happy Chic by Jonathan Adler, Design by Conran, Bodum, and Ording&Reda. Royal Velvet and Studio are also anchor brands in soft home.
     The reset includes a service bar, which offers gift wrapping, monogramming and curb-side package pick up.

The standard
Before: The standard racetrack with a dense product presentation packed onto endcaps.
After: A widened center aisle flanked by edited shop-in-shop assortments.
A widened center
“Sleep” is the theme
“Sleep” is the theme for non shop-in-shop bedding. Throughout the home floor, categories care called out with simple messaging.

Cross-merchandising towels along with jcp Everyday bedding.

Cross-merchandising
Packaging inserts
Top: Packaging inserts in the utility bedding department have been toned down to give the floor a sleek, clean look.
Right: Some of the jcp Everyday beds on the floor were originally designed for MarthaHome.
Some of the jcp
Hard home decor
Bottom: Hard home decor is a bigger part of the assortment than it had been previously, in part because of higher sales velocity.

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