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JCPenney Named to DiversityInc's 2010 'Top 50 Companies for Diversity' List
Ranking Demonstrates Company's Leading Inclusion and Diversity Efforts

PLANO, Texas, Apr 01, 2010 (BUSINESS WIRE) --J. C. Penney Company, Inc. (NYSE: JCP) has been named to DiversityInc's 2010 "Top 50 Companies for Diversity" list, which recognizes corporate diversity best practices. The Company ranked No. 46 out of the 449 companies that participated in this year's survey.

"This recognition underscores our commitment to our inclusion and diversity initiatives, which bring our 'Every Day Matters' philosophy to life by showing our customers that what matters to them, matters to us," said Myron E. (Mike) Ullman, III, chairman and chief executive officer of JCPenney. "Investing in inclusion and diversity is integral to how we conduct our business. It increases our ability to work more effectively together and ensures that our services, products and messages are always on target, allowing us to build a deeper, more emotional and enduring relationship with the diverse communities we serve."

To qualify for the DiversityInc Top 50 Companies for Diversity, participating companies must have more than 1,000 employees and demonstrate strength in key diversity areas: "CEO Commitment," "Human Capital," "Corporate and Organizational Communications" and "Supplier Diversity."

"JCPenney's progress as a diversity leader is quite remarkable," said Luke Visconti, chief executive of DiversityInc. "The Company's inclusion on our list is a testament to the strong diversity results it continues to drive in both the workplace and marketplace, which shows JCPenney's great understanding that diversity is imperative to their strategic goals."

The announcement of the DiversityInc Top 50 Companies for Diversity and the 12 specialty lists occurred on Tuesday, March 9th at a gala in Washington, D.C., and JCPenney will be featured in the June 2010 issue of DiversityInc. magazine.

About JCPenney

JCPenney is one of America's leading retailers, operating 1,110 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet, jcp.com, and the nation's largest general merchandise catalog business. Through these integrated channels, JCPenney offers a wide array of national, private and exclusive brands which reflect the Company's commitment to providing customers with style and quality at a smart price. Traded as "JCP" on the New York Stock Exchange, the Company posted revenue of $17.6 billion in 2009 and is executing its strategic plan to be the growth leader in the retail industry. Key to this strategy is JCPenney's "Every Day Matters" brand positioning, intended to generate deeper, more emotionally driven relationships with customers by fully engaging the Company's approximately 150,000 Associates to offer encouragement, provide ideas and inspire customers every time they shop with JCPenney. For more information visit www.jcpenney.net

About DiversityInc.

DiversityInc was founded in 1998 as a web-based publication, and a print magazine was launched in 2002. To see the full ranking of the 2010 DiversityInc Top 50 Companies for Diversity as well as more information on the methodology, visit: DiversityInc.com/Top50.

SOURCE: J. C. Penney Company, Inc.

JCPenney Corporate Communications
(business and trade media relations):
Daphne Avila, 972-431-3400
jcpcorpcomm@jcpenney.com
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