Penney’s unveiled the store-within-store concept in New York last week. Denim is the initial focus with Levi’s, Arizona and Buffalo brands getting their own specific niche “stores” in advance of back to school sales.
Penney CEO Ron Johnson is bringing the store-within-store concept over from Apple where he once served as the retailing director.
By the year 2015, some of the larger JC Penney stores will have as many as 100 different shops within the larger store.
The Rome store is not likely to have that many shops carved out the square footage at the Mount Berry Square lo-cation and Smith was not able to speculate what brand would be highlighted when the new interior design concept comes too Rome.
Similarly, Smith was not clear when the mobile checkout plan will be introduced at the Rome store. Penney wants to have clerks with handheld checkout available for customers who don’t want to have to wait at a traditional register.