JCPenney to open second Brooklyn store

JCPenney is opening a second Brooklyn location at Kings Plaza next month. The new store joins the first Brooklyn location which opened in 2014.

JCPenney's first location in Brooklyn is one of the retailer's top performing stores - JCPenney

The Kings Plaza location will occupy a 75,000-square-foot space and will stock the retailer's private brands, fine jewelry and bridal products in addition to the assortment of national brands seen in stores across the country. It will also house a 2,000-square-foot Sephora shop-in-shop.

JCPenney is also aiming to bring an omnichannel model to the new Brooklyn store, improving the consumer experience by integrating features from the retailer's mobile app into the in-store experience. Features offered include allowing customers to scan the bar code of a product with their phones in order to check price and look up reviews.

Explaining the choice to open a second store in the area in a release, Joe McFarland, executive vice president and chief customer officer of JCPenney, pointed out that the retailer's first Brooklyn location "has consistently been one of our top performers since it opened," going on to note that Brooklyn is a "high-potential" market for the company which is committed to continuing to invest in brick-and-mortar retail.

Kings Plaza is the location of a revitalization that is meant to turn a 1.1-million-square-foot mall into a destination for trendy shoppers in Brooklyn. The store is slated to open August 10.

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