Disney is partnering with JCPenney and their shops within a shop program, by opening approximately 500 boutiques in JCPenney Stores across the country. This Fall, 500 shops will open with Walt Disney products that are exclusive to this retailer.
The boutiques are continuing JCPenney’s direction as of late with the shops with a shop approach that is to help JCPenney turn itself around and generate revenue.
According to one source, “The Disney shops will average 750 sq. ft. to 1,100 sq. ft. and sell costumes, plush toys, figurines, footwear, sleepwear, underwear, backpacks, lunch totes and apparel for boys, girls and babies.”
Many are reporting that these two companies make for strange partners, considering Disney’s brand has remained strong recently while JCPenney’s has struggled. But with the new approach JCPenney’s is focused on and the fact that Disney has similar agreements that work, where they provide licensed products to other retailers, such as Macy’s Inc., Wal-Mart Stores Inc. and Kohl’s Corp., so they know what they are doing – they may just in fact prove all the naysayers wrong.
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I will be interested to see if this works for JCPenney. Ours just closed recently; I did like to shop there.