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J.C. Penney biggest private brand gets a ‘cool’ makeover

BY Marianne Wilson

J.C. Penney has revamped its Arizona line just in time for the back-to-school shopping season.

Leveraging feedback from teen focus groups, the department store retailer said it has completely remixed its heritage denim brand to incorporate more fast-fashion and trend-right pieces. It also is revitalizing the brand’s in-store presentation, introducing new social channels aimed at engaging teens, and has launched an exclusive partnership with popular teen influencers Brooklyn and Bailey McKnight who will serve as Arizona brand ambassadors. (The identical twin teens have over five million YouTube subscribers and over three million Instagram followers.)

Prominently anchored with an all-new logo, the Arizona in-store shop at Penney stores now features a more inspirational shopping environment with updated lifestyle graphics and signage. Mannequin displays call out top trends across multiple product categories. Life-size cut outs of Brooklyn and Bailey will be featured, with signage calling out each girl’s favorite pieces from the current Arizona collection. “Brooklyn’s Pick” and “Bailey’s Pick” will be updated seasonally in stores

“One in three J.C. Penney customers buys Arizona, making it our largest private brand and a key traffic driver,” said Jodie Johnson, senior VP and head of merchandising for J.C. Penney. “With exciting updates to Arizona, along with our new partnership with Brooklyn and Bailey, we are elevating our credibility with teens as a destination for fashionable looks at a great price.”

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Dollar Tree continues to expand distribution network

BY Deena M. Amato-McCoy

Dollar Tree has opened the doors to its 23rd distribution center, and another is on the way.

The company’s newest facility is located in Warrensburg, Missouri. The distribution center will service the 11 of the company’s stores located across 11 Midwestern states.

Dollar Tree invested approximately $110 million in the facility, according to the company.

The discounter also recently broke ground on its 24th distribution center in Morrow County, Ohio, scheduled to open in summer 2019. This new facility will be 1.2 million sq. ft., and is expected to create 400 new jobs in the local community.

Both buildings will bolster Dollar Tree’s distribution network, which shipped and received more than 1.7 billion cases of merchandise in 2017.

Dollar Tree operates nearly 15,000 stores across the United States and five Canadian provinces.

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More layoffs at Sears

BY CSA Staff

Sears Holdings Corp. has made another round of layoffs.

The struggling retailer laid off some 200 workers, with about 150 of the employees working at Sears’ Hoffman Estates (Illinois) corporate center in Hoffman Estates, Illinois, reported CNBC. Earlier this year, Sears cut about 220 headquarters positions.

Click here to read more.

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