Disney launching in-store shops at JC Penney

In an effort to bolster their baby and kids offerings, JC Penney will begin opening Disney-branded shops within over 550 of their retail locations. According to Chain Store Age, these stores-within-a-store will offer clothes, toys, and other merchandise aimed at kids and designed specifically for JC Penney.


From the article:

“The addition of Disney Shops to J.C. Penney will be a major draw in our kids department, offering customers an entirely new selection of high-quality gifts just in time for the holiday season,” said Betsy Schumacher, Penney’s senior VP and general merchandise manager.

In addition, Penney is debuting the giggleBABY, Wendy Bellissino, baker by Ted Baker, Sally M by Sally Miller, and Flowers by Zoe by Kourageous Kids brands in select stores and on jcp.com.

“The addition of these partners means that we’re not only elevating our quality and value proposition, we’re further positioning J.C. Penney as the best place to shop for kids,” Schumacher said.

According to some industry analysts, the Disney shops may be one of the most promising concepts the struggling retailer has as moves into the holiday season.

As new movies are released, the Disney shops inside Penney stores, as well as jcp.com, will be continually updated with new merchandise reflecting characters from Disney’s animated feature films.