J. C. Penney tailors store to Manhattan

Plano, Texas J. C. Penney Co. will make its debut in Manhattan on July 31. The 153,000-sq.-ft. store, located at 33rd Street and 6th Avenue and close to Macy’s Herald Square flagship, features a number unique features, including an electronic queuing system.

The two-level store in the freshly renovated Manhattan Mall is accessible from street level as well as directly from two of Manhattan’s busiest public transportation terminals -- the 34th Street-Herald Square subway station and the 33rd Street PATH train station. It also is one block from busy Penn Station and close to Times Square.

The store’s layout and many of its features and amenities have been tailored to fit the unique location and needs of time-pressured, commuting customers. More than 1,000 new merchandise display fixtures have been created or modified for the store, resulting in a modern, intimate and accessible shopping environment that’s easy to navigate, the company said.

For convenience and speedy checkout, the store features nearly 100 registers and an electronic queuing system that directs customers to available registers and informs customers of their estimated wait times. In addition, every store register provides a gateway to jcp.com and its extended selection of merchandise, some of which may not be widely available in stores due to space constraints or time of year.

Although the 107-year-old company maintained its corporate office in Manhattan from 1914 to 1988, the store is a first.

“It took more than a hundred years for J. C. Penney to get to Manhattan, and now more than ever, the time is right,” said Myron E. Ullman, III, chairman and chief executive. “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.”