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There is a lot to like about additional revenue vehicles for J.C. Penney for the near future:
- The introduction of the exclusive Liz Claiborne label for fall will have a sizable and immediate impact. The former nationally distributed brand is a perfect fit for the Penney customer. Penney’s arrangement with the step-child Liz & Co. resulted in over $200 million at retail for the chain in 2009. The much more recognized Liz Claiborne label should easily surpass $400 million in 2011 and is expected to reach a billion dollars within 5 years. Retailsails believes that is a conservative estimate.
- The interesting and inventive partnership with Ralph Lauren, under the American Living label, resulted, in a lot of advertising, a lot of inventory and a lot of markdowns for Penney’s. But with hindsight and some caution as a guide, that brand is now running ahead of plan and there appears to be a better balance between the branding effort, inventory management and a more favorable customer acceptance for the product. All of that points to reasonable growth and margin contribution.
- The introductory Manhattan location that opened in July is producing the highest sales per square foot for the entire chain.
- There are currently 93 doors that carry Sephora shops with another 137 scheduled to open by year-end. Penney’s will augment that expansion with a one time holiday promotion in an additional 200 stores which will display Sephora gift baskets. The plan is to have the Sephora brand in 600 doors by 2014.
- The fast fashion Spanish chain, Mango, which is being introduced in 75 Penney stores this fall, will be expanded to 600 doors by 2011. This is an exclusive arrangement which we think will benefit the chains attempt to become a fashion leader.
