Disney is partnering with J.C. Penney to open at least 520 children’s boutiques featuring merchandise designed exclusively for JCP. The partnership was initially reported in Women’s Wear Daily. While Penney and other major retailers including Wal-Mart, Macy’s and Kohl’s sell Disney licensed products, the goods stocked in Penney’s 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 publication WWD that the 750-to-1,100 square foot shops “will command prominent space.” The partnership is part of J.C. Penney’s ongoing evolution orchestrated by CEO Ron Johnson who formerly led the retail division at Apple. The Disney boutiques follow the shops-within-a-shop approach that Penney has adopted as a turnaround strategy.
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