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J. C. Penney to open first-ever Brooklyn location


J. C. Penney is expanding its New York footprint with the opening of its first-ever store in Brooklyn. The store will have design elements and innovative features not found in any of its other stores, according to the retailer.

"The new Brooklyn store not only solidifies our presence in New York, but also signifies another milestone in J. C. Penney’s turnaround," CEO Myron E. Ullman III said. "This location displays our commitment to mindful store growth in high potential markets, and will perfectly complement our other New York City locations in Manhattan, the Bronx, Queens and Staten Island."

In addition to the usual brands the retailer carries, the Brooklyn location will also feature a full-service Sephora at the center of the store. The 2,200-sq.-ft. beauty paradise will offer a wide assortment of makeup, skincare, fragrance, bath and accessory products in an open-sell environment.

The Brooklyn location will also offer a range of in-store services, including optical and portrait.

The 124,000- sq.-ft., single-level store's exterior incorporates clean lines, large glass panels, red accents and the company logo, the retailer said. Large murals of Brooklyn landmarks, polished concrete floors and sleek finishing touches complement the store's modern interior design.

J. C. Penney is also changing how it handles shoe presentation. Separate footwear zones will accommodate men, women and kids, directly adjacent to respective apparel departments. Additionally, the majority of shoes will be open sell, allowing customers to select their favorite footwear. There wil also be a dedicated shoe clearance room aimed at bargain hunters.

The store also introduces a completely redesigned Modern Bride fine jewelry department — the first of its kind at J. C. Penney, the company said. Gray tile, special wall coverings and sleek cases featuring bright LED lighting serve as the backdrop for diamonds and precious gems. Additionally, the fine jewelry department now includes watches that include brands such as Citizen, Seiko, Bulova and Relic.

The Brooklyn store is certified by the U.S. Environmental Protection Agency as "Designed to Earn the Energy Star." The store will use approximately 45% less energy than a prototypical J. C. Penney store built just three years ago, incorporating features such as high-efficiency 14.2 EER rooftop heating and air-conditioning units, energy-saving, and long-lasting LED lighting throughout the store, as well as LED exterior signage.

Grand opening events will kick off with a ribbon-cutting ceremony at 8:30 a.m. Friday, Aug. 29. During the ceremony, Brooklyn store leader Missy Ioanna will present a $5,000 J. C. Penney Cares grant to United Community Centers, a multi-service, intergenerational, community-based organization that provides services and support to residents of East New York, Brooklyn. When doors open at 9 a.m., the first 250 customers will receive Sephora gift bags containing samples and a J. C. Penney gift card with a mystery value up to $100.

From 10 a.m. to 4 p.m. Saturday, Aug. 30, the store will host an outdoor grand opening block party with local food favorites, interactive games, exciting rides, live entertainment and summer fun for the whole family.

"J. C. Penney is no stranger to New York City, and our stores have been a top trend destination for decades," said Ioanna. "Our new location at Gateway Center puts us in the middle of an exciting shopping district, and allows us to share the best assortment of apparel and home furnishings with the residents of Brooklyn, right in their own backyard. Our entire team is excited to deliver a truly memorable customer experience."

The new Brooklyn J. C. Penney is located at 360 Gateway Drive. Regular store hours will be 9 a.m. to 9:30 p.m., Monday through Friday; 9 a.m. to 10 p.m., Saturdays; and 10 a.m. to 8 p.m., Sundays.


Source: retailingtoday

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