JCPenney-loving parents rejoice: the company recently announced its expansion into the baby product sector for 500 of its store locations (out of the 850 total stores across the U.S. and Puerto Rico) — particularly in areas close to previous Babies “R” Us and Toys "R" Us locations before the children’s stores went out of business earlier this year.
“J.C. Penney appreciates the importance of having a broad assortment of baby products online, but we also know that there are certain items that parents — especially first-time parents — want to see in person. They want to test out the stroller, feel the crib sheets and compare bottle sizes in person,” said James Starke, senior vice president and head of merchandising for Penney, according to Retail Wire. “Our competition is underestimating the importance of a physical in-store baby shop and that is where J.C. Penney is going to differentiate.”
Strategically scheduling the launch to coincide with the company’s annual “Baby Sale,” JCPenney’s baby shops will be displayed alongside baby apparel and supplemented by new-and-improved signage and graphics. For added convenience, most of the inventory on display will be stocked and ready for shoppers to bring home on the same day.