JCP Unveils Home Department
Home & Textiles Today Staff -- Home Textiles Today, August 1, 2013
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.
|Before: The standard racetrack with a dense product presentation packed onto
|After: A widened center aisle flanked by edited shop-in-shop assortments.|
|“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.
|Top: Packaging inserts in the
utility bedding department
have been toned down to
give the floor a sleek, clean
|Right: Some of the jcp
Everyday beds on the floor
were originally designed for
|Bottom: Hard home decor
is a bigger part of the
assortment than it had been
previously, in part because
of higher sales velocity.|
Celebrity Branding at NY Home Fashions Market