J.C. Penney concept targets collegiates

J.C. Penney is determined to become college-bound co-eds’ shopping destination for all of their dorm room needs.



The department store retailer is launching its “dorm shops” in 500 stores this week. The 400-sq.-ft. destinations feature a curated selection of bedding, bath and décor products. Rounding out its assortment of dorm essentials, J.C. Penney also offers mini refrigerators, microwaves, portable air conditioning units, and expanded storage solutions. Later this month, the chain will also feature Packard Bell laptops.



All merchandise is also available online. Since many stores are located within 5 miles of most major colleges, J.C. Penney hopes to make move-in day even easier by enabling shoppers to ship their orders to a store located near campus, according to the retailer.



“The National Retail Federation estimates that parents and students will spend more than $6 billion on dorm furnishings this summer, “ said John Tighe, executive VP and chief merchant for J.C. Penney. “J.C. Penney is focused on driving performance and capturing a significant share of this business by expanding the breadth of our dorm offerings to include new categories, such as microwaves and compact refrigerators, conveniently available in stores and online.”



He added, “Customers come to us specifically for our expertly designed and quality-sourced private brands, including J.C. Penney Home, Home Expressions and Cooks, allowing us to increase gross margin potential, while providing exceptional value for budget-minded shoppers.”