JC Penney: Is home where the profit is? - 13 WTHR Indianapolis

JC Penney: Is home where the profit is?

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NEW YORK -

JC Penney is honing in on its home department as part of a bigger plan to turn its stores into mini-malls of sorts.

The struggling department-store chain is unveiling revamped home areas within its stores that feature 20 boutiques that highlight 50 new brands. The areas will include an eclectic mix of items, from $60 Michael Graves' stainless steel teakettles to $1,850 Jonathan Adler "Happy Chic" sofas.

The home areas, which Penney will begin to roll out Friday at 500 of its 1,100 stores, are big tests of CEO Ron Johnson's plan to open separate shops-within-stores for popular designers. The format, which gives department stores more of a mini-mall feel, have been popular at higher-end rivals such as Macy's and Bloomingdale's for years.

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