J.C. Penney Plots a Comeback: Less Clutter, More Yoga Classes
A glimpse at a possible future for J.C. Penney Co. can be found in Hurst, Texas, where a remodeled store has a fitness studio, a videogame lounge and style classes, the Wall Street Journal reported. But don’t expect your local Penney store to get this new look soon. The struggling retailer plans to test ideas at this store before rolling them out to other locations. Remodeling all 850 stores would be a strain on the cash-strapped company, analysts say. Chief Executive Jill Soltau, who took the reins just over a year ago, also is focused on getting back to basics. She is making stores easier to shop by removing piles of excess goods and getting out of less profitable categories such as appliances. And in about 10 percent of its stores, she is grouping products by lifestyle; rather than display all women’s tops together, for example, they would be categorized by activity: work, active, casual and dress. J.C. Penney’s revenue fell to $12 billion in the fiscal year that ended in February, down from nearly $20 billion in 2007. Penney has lost money every year since 2012. Penney also is saddled with about $4 billion in debt, the result of a failed makeover by previous management. While it doesn’t have significant repayments due until 2023, it has hired advisers to explore a potential debt restructuring.
