Womenâs Wear Daily got a jump on the story and reported this morning that at least 520 Penney stores will be getting the shops in time for next yearâs back-to-school season.
While Penney and other major retailers including Wal-Mart, Macyâs and Kohlâs sell Disney licensed products, the goods stocked in Penneyâs Disney shops will be made by Disney Consumer Products exclusively for Penney and its own Disney stores and theme parks.
Penney chief merchant Liz Sweney told fashion industry publicationÂ WWD that the 750-to-1,100 square foot shops âwill command prominent space.â
The Disney shops will sell costumes, plush toys, figurines, footwear, sleepwear, underwear, backpacks, lunch totes and apparel for boys, girls and babies. The products will also be sold on jcp.com.
Disney operates 200 stores in the U.S. Its stores in the Dallas area are at NorthPark Center in Dallas, Stonebriar Centre in Frisco, Hulen Mall in Fort Worth. Thereâs also a Disney store outlet at Grapevine Mills.
Other childrenâs shops coming will be branded by Carterâs and Giggle. This month, Penney added childrenâs apparel to stores and online designed by Cynthia Rowley and Tori Spelling. The Dallas Morning News reported yesterday that Dallas-based Haggar and Levi Straussâ Dockers are each getting menâs apparel shops in Penneyâs stores next spring.
Penney stores started adding shops in August as part of CEO Ron Johnsonâs plan to become a specialty department store fill with 100 branded shops and category boutiques. Penney started adding Sephora shops in its stores in the mid-2000s followed by MNG by Mango womenâs contemporary apparel shops and those have been successful. But Wall Street turned skeptical after Penney reported 20 percent decline in sales through July and lowered its expectations for the rest of the year.
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