JCPenney Revamps with Joe Fresh, Denim Bars & More


(Photos via Getty Images) Joe Fresh founder, Joseph Mimran will be designing in-store boutiques for JCPenney.

JCPenney (Getty)
On your mark, get set, shop—JCPenney is unleashing part two of its master plan to revamp its old-fashioned image.

According to a report in WWD, Penneys will now house favorites such as cool Canadian brand Joe Fresh, I Jeans by Buffalo, and Levi's. The retailer is also rolling out futuristic updates including a, um, jean-ius denim bar and flashy gadgets (a la Apple's genius bar).

“I buy into the vision—the wider aisles, the self checkout, the cafe, the juice bar, the seating arrangements, the room being offered to the brands and the fact that each brand can have its own voice. It feels right,” Joseph Mimran told WWD of the chance to design his own Joe Fresh boutiques in 683 Penney stores.

He's not the only one; shoppers are apparently buying into it just as much.

According to MSN, Penneys shares jumped a whopping 10 percent today after Marie Claire's Nina Garcia tweeted this raving review about the chain's new makeover:

"I'm @jcpenney's HQ. Thank you Ron Johson for the walk through of JCP's prototype. Get ready to shop! Its going to be a game changer!"

Looks like the plan is working, eh?

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