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JCPenney rolls out first shop-in-shops

Plano, Texas - Denim is the focus of the first JCPenney shop-in-shops, which are to officially open tomorrow in 700 of the retailer's 1,110 stores.
With an eye to Back-to-School, JCP opened shops for Levi's, i jeans by Buffalo and The Original Arizona Jean Co.
Shops in the Manhattan flagship store at 6th Avenue and 33rd Street opened two weeks ago. There is a mini Levi's shop on the main level, but the fully articulated shop-in-shop complete with "Levi's Denim Bar" is located on the second level past children's apparel and en route to the home department.
Next month, Penney plans to roll out apparel shop-in-shops for Liz Claiborne, Izod and jcp, it's new private label for fashion basics. Yesterday, executives from Martha Stewart Living Omnimedia affirmed that Martha shop-in-shops, which will anchor the home department, are on track to roll out early next year.
When the multi-year transformation is complete, JCPenney will host approximately 100 branded shop-in-shops along with as-yet unidentified services.


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