JCPenney unveils its future retail plans at re-imagined Hurst store with java shop, exercise area

JCPenney's Hurst 2019 

If you want to take a look at the future of retail – JCPenney’s retail anyway – head to Hurst. 

You’ll find a coffee shop, a barber shop, a place to exercise, see new products and a place to park the kids.

The Plano-based company, which trades on the NYSE under JCP, on Friday shared its brand-new store, a completely re-imagined format at its NorthEast Mall store in Hurst.

The new store represents the company’s strategy to put the customer at the center of its business. As a brand-defining store, it is experiential at its core, and a direct result of what today’s shoppers want from a retailer, according to a company news release. The store is built around data and insights learned from more than a year of extensive customer research, according to the company.

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“Our customers are at the heart of everything we do,” said JCPenney Chief Executive Officer Jill Soltau. They told us that they want a retailer that reflects their lives, makes them feel good about themselves, is fun to shop and truly understands the important moments in their lives, big and small. We bring that complete experience to life at our brand-defining store.” Soltau continued, “this store is more than a renovated location, it is the fullest articulation of our customer-centered strategy, an investment in our future and a lab to inform decisions to return JCPenney to sustainable, profitable growth.”

. Brands and products fall into these shopping categories:

• All Day for casual work wear and weekend wear

• On Point for when customers want to be a bit more refined and polished

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• Move for everything from low to high impact

• Chill for the stylish 5-to-9 you and great lounge and sleepwear

• Shine for those special occasions

. Penney’s introduces its first barber shop, The Barbery, that offers a fresh cut, shave and shoe shine.

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The company is working to make shopping easier with two The Styling Rooms, one for women and one for men. These are equipped with innovative Style @ Your Service technology to help get new sizes or colors without leaving the fitting room and staffed with dedicated style experts, free of charge, who can help pull together the best look for any occasion.

Penney’s partnered with Pinterest to help customers who are looking for a home refresh to find the inspiration they need through an in-store style explorer. After answering a few home décor preference questions, shoppers will be presented with a curated Pinterest Board featuring JCPenney home products that best meet their needs and match their style.

JCPenney is also offer lifestyle workshops at its Style + Substance are with demos and workshops on makeup and the latest cooking gadgets. There’s also the Movement Studio with instructor-led classes as well as private and national brand activewear.

The store has a kid’s destination with a clubhouse where kids can see artwork come to life and participate in the company’s Kids Zone events. For customers looking to recharge and refuel, there are 11 lounges and locations for some caffeine at the Pearl Cup Grab + Go or the Pearl Cup Bistro.