JC Penny is targeting an empty market by adding baby stores to 500 of their existing locations.
With the closure of Babies 'R’ Us, a huge gap has been left in the baby industry and these new baby stores are hoping to fill that need. The mini-shops will be located next to the baby apparel sections and will expand their already full selection of baby items.
JC Penny has always sold items such as cribs, high chairs, strollers, and car seats. These mini-shops will expand to include essentially everything that new parents could need! Additional items will include bottles, nipples, pacifiers, activity centers and bouncers, and other toys and much more. Carried brands will expand to include Graco, Avent, Fisher Price, and Tommee Tippee, as well as JC Penny baby brand Okie Dokie.
Market Watch announced that this change will begin on August 30th. JC Penny's decision may be the first of it's kind, but it most likely won't be the last. Department stores have always had a hold on families and with the closing of Babies 'R' Us, these stores can now be a one-stop shop for many families in a higher quality store with more options than those that are offered by Target or Walmart.
While the closing of Babies 'R' Us and Toys 'R's Us wasn't shocking, it leaves a gap. Who didn't love combing around those stores buying baby items we knew we didn't need? The 500 JC Penny locations were chosen specifically because they are in the near vicinity of where a big box baby store had just closed. According to James Starke, the senior vice president and JC Penny head of merchandising, JC Penny is coming for parents. He said, "The baby care business is expected to over $13 billion by 2021 and we are seising this opportunity to pursue available market share and aggressively go after the baby customer with these new shops."
Other companies besides JC Penny could also see a boost. Toy sales for Fisher-Price have also declined recently with the closing of Toys 'R' Us. These new stores will no doubt be helpful to new parents and parents of young children. No word yet on how the prices will compare to stores like Walmart or to the specialty baby stores that have just closed.
What do you think of this new addition to JC Penny? Will you check it out or stick to Target? Let us know your thoughts in the comments!