Department store retailer JC Penney Company Inc is opening its first-ever store in Manhattan at the end of this month.

The 153,000-square-foot store at 33rd Street and 6th Avenue near Herald Square is on two levels in the newly renovated Manhattan Mall and is close to both the business district of midtown Manhattan and the tourist centre of Times Square.

"It took more than a hundred years for JCPenney to get to Manhattan, and now more than ever, the time is right," said Myron E (Mike) Ullman III, chairman and CEO of the retailer which operates more than 1,100 stores across the US.

"Our company today has the financial strength to create a unique and inviting store in the heart of New York City, and with our assortment of great brands, we will offer Manhattan shoppers the style they want at affordable prices."

The store's layout and merchandise has been tailored to the needs of the Manhattan customer, including national brands like Nike and Adidas as well as the retailer's private label and designer collaborations such as I "Heart" Ronson, Allen B., Bisou Bisou, Fabulosity and Nicole by Nicole Miller.

Two new exclusive brands - home brand Cindy Crawford Style and men's wear brand Joe Joseph Abboud - will also debut there, two months before arriving in other JCPenney stores.

American Living, which was developed for the JCPenney customer by Polo Ralph Lauren's Global Brand Concepts, will also be available.

JCPenney already operates New York City stores in Queens, the Bronx and Staten Island, and will open its Manhattan store on 31 July.