J.C. Penney opens its first-ever store in Brooklyn on Aug. 29
Plano, Texas — J.C. Penney Company will open its first-ever store in Brooklyn, further increasing its New York City footprint, on Aug. 29. The all-new 124,000-sq.-ft., single-level store, located in Gateway Center, will provide a look at Penney’s updated store model, which includes a new footwear format, an increased focus on jewelry, and new energy efficiency standards.
"The new Brooklyn store not only solidifies our presence in New York, it also signifies another milestone in J.C. Penney’s turnaround," said Penney CEO Myron E. (Mike) Ullman. “This location displays our commitment to mindful store growth in high potential markets, and will perfectly complement our other New York City locations in Manhattan, the Bronx, Queens and Staten Island."
The store’s exterior incorporates clean lines, large glass panels, and red accents. The interior is distinctly Penney, yet uniquely Brooklyn, with large murals of local landmarks, polished concrete floors and sleek finishing touches complementing the modern interior design.
In a first for Penney, the store will feature separate, footwear areas for men, women and children, with the zones directly adjacent to respective apparel departments.
Additionally, the majority of shoes will be open sell, allowing customers to quickly select their favorite footwear. There will also be a dedicated shoe clearance room.
The store also introduces a completely redesigned Modern Bride fine jewelry department, the first of its kind at Penney. The department is fashioned with gray tile, special wall coverings and sleek cases with bright LED lighting.
The EPA has certified the store as “designed to earn the Energy Star.” The building will use approximately 45% less energy than a prototypical Penney store built three years ago, incorporating features such as:
• High-efficiency 14.2 EER rooftop heating and air-conditioning units.
• Energy-saving, long-lasting LED lighting throughout the store, as well as LED exterior signage.
• Double-layer roof insulation to yield higher "R" values than typical stores.
• Radiant heating in the receiving dock area to reduce reliance on natural gas.
• Occupancy sensors to automatically dim lighting in stockrooms, offices and restrooms for increased energy savings.
• The Brooklyn store will also feature a full-service, 2,200-sq.-ft. in-store Sephora.
J. C. Penney to open first-ever Brooklyn location
J. C. Penney is expanding its New York footprint with the opening of its first-ever store in Brooklyn. The store will have design elements and innovative features not found in any of its other stores, according to the retailer.
"The new Brooklyn store not only solidifies our presence in New York, but also signifies another milestone in J. C. Penney’s turnaround," CEO Myron E. Ullman III said. "This location displays our commitment to mindful store growth in high potential markets, and will perfectly complement our other New York City locations in Manhattan, the Bronx, Queens and Staten Island."
In addition to the usual brands the retailer carries, the Brooklyn location will also feature a full-service Sephora at the center of the store. The 2,200-sq.-ft. beauty paradise will offer a wide assortment of makeup, skincare, fragrance, bath and accessory products in an open-sell environment.
The Brooklyn location will also offer a range of in-store services, including optical and portrait.
The 124,000- sq.-ft., single-level store’s exterior incorporates clean lines, large glass panels, red accents and the company logo, the retailer said. Large murals of Brooklyn landmarks, polished concrete floors and sleek finishing touches complement the store’s modern interior design.
J. C. Penney is also changing how it handles shoe presentation. Separate footwear zones will accommodate men, women and kids, directly adjacent to respective apparel departments. Additionally, the majority of shoes will be open sell, allowing customers to select their favorite footwear. There wil also be a dedicated shoe clearance room aimed at bargain hunters.
The store also introduces a completely redesigned Modern Bride fine jewelry department — the first of its kind at J. C. Penney, the company said. Gray tile, special wall coverings and sleek cases featuring bright LED lighting serve as the backdrop for diamonds and precious gems. Additionally, the fine jewelry department now includes watches that include brands such as Citizen, Seiko, Bulova and Relic.
The Brooklyn store is certified by the U.S. Environmental Protection Agency as "Designed to Earn the Energy Star." The store will use approximately 45% less energy than a prototypical J. C. Penney store built just three years ago, incorporating features such as high-efficiency 14.2 EER rooftop heating and air-conditioning units, energy-saving, and long-lasting LED lighting throughout the store, as well as LED exterior signage.
Grand opening events will kick off with a ribbon-cutting ceremony at 8:30 a.m. Friday, Aug. 29. During the ceremony, Brooklyn store leader Missy Ioanna will present a $5,000 J. C. Penney Cares grant to United Community Centers, a multi-service, intergenerational, community-based organization that provides services and support to residents of East New York, Brooklyn. When doors open at 9 a.m., the first 250 customers will receive Sephora gift bags containing samples and a J. C. Penney gift card with a mystery value up to $100.
From 10 a.m. to 4 p.m. Saturday, Aug. 30, the store will host an outdoor grand opening block party with local food favorites, interactive games, exciting rides, live entertainment and summer fun for the whole family.
"J. C. Penney is no stranger to New York City, and our stores have been a top trend destination for decades," said Ioanna. "Our new location at Gateway Center puts us in the middle of an exciting shopping district, and allows us to share the best assortment of apparel and home furnishings with the residents of Brooklyn, right in their own backyard. Our entire team is excited to deliver a truly memorable customer experience."
The new Brooklyn J. C. Penney is located at 360 Gateway Drive. Regular store hours will be 9 a.m. to 9:30 p.m., Monday through Friday; 9 a.m. to 10 p.m., Saturdays; and 10 a.m. to 8 p.m., Sundays.
Three Ways 3D Printing Will Disrupt Retail
Once again a move by our innovative friends at Amazon.com has prompted me to write a Tech Bytes column. Amazon’s latest interesting venture is the launch of an online marketplace for items created by 3D printer. Currently, the online 3D printed products store includes more than 200 items in categories such as jewelry, toys, home décor and fashion accessories. The new store will feature design templates for product individualization and 3D preview capability.
This is one small step toward what should be a significant disruption of retail, and most other areas of life, by 3D printing technology. I’d like to offer a few general (and highly speculative) thoughts on potential ways 3D printing will disrupt retail.
Giving Consumers Full Control
3D printers allow consumers to create fully functional, three-dimensional products. The level of control consumers already have to dictate product demands to retailers will evolve to something unprecedented. Amazon is already offering design templates, but as the sophistication of both 3D printers and the consumers using them grows, at some point consumers will likely be able to design and print the products they desire from scratch.
This will change the entire definition of “pull” retailing. Retailers will need to become extremely nimble in how they anticipate and respond to the needs of the customer, while internal silos between departments such as marketing and distribution will become untenable. However, 3D printers will not only disrupt the consumer side of the retail equation.
Reinventing the Role of the Retailer
Consumers dictating the exact specifications of the products they want to buy, or perhaps even creating their own unique new products and having them printed out, will reinvent the role of the retailer. Stores will likely become showrooms, with customers sampling model items and then printing goods to meet exact specifications.
On the e-commerce side, near- or real-time fulfillment of online orders will become a possibility. “Smart” 3D printers may allow customers to automatically reorder (or even reprint) goods, bypassing the need for visiting a website or store. The supply chain will also be disrupted, with virtually no need for wholesalers and manufacturers having much more opportunity to directly compete with retailers for consumer sales. Inventory stocks will be dramatically reduced, which should be a positive for retailers’ bottom lines.
Entering the Great Unknown
Of course, 3D printers today are at the same phase in their development as PCs were in the 1970s or mobile phones were in the 1980s, meaning they will undoubtedly be used in ways nobody today could even think of. While presumably some product categories, such as beverages and health/beauty care, would not lend themselves to 3D printing, keep in mind NASA has developed a prototype 3D pizza printer as a convenient means of feeding astronauts in space.
3D printers have also successfully printed materials ranging from human tissue to firearms. It is impossible to say right now exactly how 3D printing will disrupt retail in the next 20, 10, five or even two years, but significant disruption is assured.