The latest in-store shops include brands such as Liz Claiborne, Izod and the new JCP private label

The latest in-store shops include brands such as Liz Claiborne, Izod and the new JCP private label

US department store retailer JC Penney will launch its second wave of in-store fashion shops next month as part of its latest efforts to return the company to profit. 

The three in-store shops will debut Liz Claiborne, Izod and the retailer's new JCP private fashion basics brand and will open in nearly 700 US stores from 1 September.

They add to the existing in-store shops which opened at the beginning of August, featuring Levi's, i jeans by Buffalo and The Original Arizona Jean Co brand. Looking at the longer term, the retailer plans to feature around 100 apparel and home brand shops on its sales floor. 

JC Penney, which is in the midst of a turnaround plan, swung to a second-quarter loss earlier this month, adding that it will not meet its full-year target because of lower than expected sales.

In March, the company warned that its new strategy could hit sales for some time, and that there was no guarantee its store and merchandise turnaround plan would work.

Show the press release

jcpenney CEO Reveals Newest Installment of Shops for Liz Claiborne, IZOD and jcp

PLANO, Texas, Aug. 28, 2012 /PRNewswire via COMTEX/ --jcpenney CEO Ron Johnson gives an early look inside the latest brand Shops emerging Sept. 1 in nearly 700 stores nationwide. The Company will debut brand Shops for Liz Claiborne®, IZOD® and jcp(TM) - a new jcpenney exclusive brand dedicated to high-quality fashion basics. These new fall shops will add to its existing portfolio of Shops inside jcpenney, which include Levi's®, The Original Arizona Jean Co., i jeans by Buffalo(TM), MNG by Mango® and Sephora®. Over the next few years, jcpenney stores will transform its sales floor into a dynamic collection of 100 Shops showcasing major apparel and home brands for every style and budget. jcpenney is on an exciting journey to build the first specialty department store of its kind by creating an unforgettable retail experience that will forever change the way America shops.

About jcpenney

More than a century ago, James Cash Penney founded his company on the principle of the Golden Rule: treat others the way you'd like to be treated - Fair and Square. His legacy continues to this day, as J. C. Penney Company, Inc. (NYSE: JCP) boldly transforms the retail experience across 1,100 stores and to become America's favorite store. Focused on making the customer experience better every day, jcpenney is dreaming up new ways to make customers love shopping again. On every visit, customers will discover great prices every day in a unique Shops environment that features exceptionally curated merchandise, a dynamic presentation and unmatched customer service. For more information, visit us at

Original source: