J.C. Penney partners with InStyle on new in-store salon concept

Plano, Texas -- J.C. Penney is partnering with InStyle magazine to reinvent its 850 in-store salons nationwide in a move that could help the retailer pump up its volume and increase traction with younger shoppers. The new concept, called The Salon by InStyle, will make its debut in July, at 15 locations across Chicago, Dallas, Miami and Los Angeles.



It will feature a contemporary environment, including modern wall textures and colors, and will deliver what Penney described as “a superior approach hair care that resonates with new and younger customers who identify with the fashion, hair and beauty trends curated by InStyle.”



Two of the salons, in Dallas and Los Angeles, have been designated as flagships and will undergo complete renovations featuring new equipment, furniture and décor. These newly refurbished sites will serve as the prototypes for the remaining salons, which will receive updates beginning in 2016.



“As one of the largest salon operators in the country, we are going to leverage our industry expertise to create a salon that elevates the client experience and attracts new customers to our stores, while strengthening loyalty among existing clients,” said Amiee Thomas, VP of salon at J.C. Penney. “Our customers already shop J.C. Penney for beauty, fashion apparel, shoes and accessories. As more women experience the services provided at The Salon by InStyle, it will reinforce J.C. Penney as an all-inclusive destination for head-to-toe style.”



Penney’s decision to update its hair salon services comes on the heels of Macy’s acquisition of Bluemercury, which also offers salon services. Beauty services can be lucrative and Penney stands to give a bump to its store traffic and revenue if its latest move is successful. Salon customers typically visit the store eight times a year and spend twice as much as the average customer, the retailer said.