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JCPENNEY TO OPEN FIRST-EVER STORE IN BROOKLYN

Historical Store Opening Expands Company Presence to Each New York City Borough

PLANO, Texas - (Aug. 5, 2014) - J. C. Penney Company, Inc. [NYSE: JCP] announced today that it is opening its first-ever store in Brooklyn, further increasing its New York City footprint. Located in phase two of Gateway Center, the all-new store will feature the most sought after collection of brands, as well as unique design elements and innovative features not found in any other JCPenney store.

"The new Brooklyn store not only solidifies our presence in New York, it also signifies another milestone in JCPenney's turnaround," Myron E. (Mike) Ullman, III, chief executive officer 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."

Exciting Brands and Attractions
Upon entering the store, customers will discover the best and most compelling mix of brands such as Worthington®, Stafford® and The Original Arizona Jean Co.®; trusted national brands like Levi's®, Disney® and Nike®; and unique exclusive brands such as Liz Claiborne®, MNG by Mango® and THE BODY by Elle Macpherson Intimates (TM).

The Brooklyn store will also feature a full-service Sephora inside JCPenney, the ultimate beauty destination.  Located prominently within the center of the store, the 2,200-square-foot beauty paradise will offer a wide assortment of makeup, skincare, fragrance, bath and accessory products in an open-sell environment.  Customers are encouraged to touch, smell and sample products while specially trained beauty consultants offer a completely non-biased approach when recommending brands.

Additionally, a range of in-store services will be available, including optical and portrait.

Innovative Design and Store Environment
The 124,000-square-foot, single-level store's exterior incorporates clean lines, large glass panels, red accents and the unmistakable JCPenney logo for a contemporary look.  The large main entrance leads to an environment that is distinctly JCPenney, yet uniquely Brooklyn.  Large murals of Brooklyn landmarks, polished concrete floors and sleek finishing touches complement the store's modern interior design.

Evolutionary footwear departments will debut in Brooklyn, marking a new trend in shoe presentation at JCPenney. Separate, convenient 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 quickly and effortlessly select their favorite footwear.  Furthermore, a dedicated shoe clearance room will make it easier than ever for bargain hunters to find the perfect "kicks" at great value.

The store also introduces a completely redesigned Modern Bride® fine jewelry department - the first of its kind at JCPenney.  Unique gray tile, special wall coverings and sleek cases featuring bright LED lighting create a truly dazzling shopping environment for diamonds and precious gems.  Additionally, the fine jewelry department includes an all-new watch experience that makes finding the perfect timepiece engaging and fun, featuring popular brands such as Citizen®, Seiko®, Bulova® and Relic®.

Energy Efficient by Design
The Brooklyn store furthers JCPenney's efforts in energy conservation by being 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 JCPenney store built just 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.

Grand Opening Events for Everyone
An exciting weekend of grand opening events will begin with a ribbon cutting ceremony at 8:30 a.m. on Friday, Aug. 29.  During the ceremony, Brooklyn Store Leader Missy Ioanna will present a $5,000 JCPenney Cares grant to United Community Centers, Inc., 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 JCPenney gift card with a mystery value up to $100.

From 10 a.m. to 4 p.m. on 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.

"JCPenney 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 JCPenney 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., Saturday; and 10 a.m. to 8 p.m. on Sunday.

Media Relations:
(972) 431-3400 or jcpnews@jcp.com

Investor Relations:
(972) 431-5500 or jcpinvestorrelations@jcpenney.com

About JCPenney:
J. C. Penney Company, Inc. (NYSE: JCP), one of the nation's largest apparel and home furnishing retailers, is dedicated to fitting the diversity of America with unparalleled style, quality and value. Across approximately 1,100 stores and at jcpenney.com, customers will discover a broad assortment of national, private and exclusive brands to fit all shapes, sizes, colors and wallets.  For more information, please visit jcpenney.com.

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