JCPenney, in the midst of reinventing itself with a shops-within-the store strategy, has signed on with Disney, adding some 520 shops by next fall.
Women’s Wear Daily reports that the products to be sold at Penney will be both designed and sourced by Disney, as opposed to the licensed products it currently sells at such chains as Kohl’s, Macy’s and Walmart. (Disney has even forged some higher-end relationships recently, announcing a major partnership with Barneys for the coming holiday season.)
The trade paper reports that at times, the shops may even be staffed by associates dressed as Disney characters. “The merchandise and the experience will be unique to JCPenney, Disney Stores and Disney theme parks,” a store exec tells WWD. “It’s a very different situation from dealing with licenses.”--Tanya Irwin