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JCPenney - The history

In 1902, James Cash Penney established JCPenney in Kemmerer, Wyoming. The first store, name The Golden Rule, set the standard by which JCPenney has operated for over a century – to treat others as we would like to be addressed. Today, the company operates over 860 locations across the United States and Puerto Rico – and while fashion and shopping patterns evolve, JCPenney focus on customer service remains unchanged.

In addition to selling conventional merchandise, JCPenney stores often house several leased departments such as Sephora, Seattle's Best Coffee, portrait studios, auto center, salons, optical centers, and jewelry repair.

The majority of JCPenney stores are located in suburban shopping malls. Before 1966, most of its stores were found in downtown areas. As shopping malls became more popular during the latter half of the 20th century, JCPenney followed the trend by relocating and developing stores to anchor the malls. In recent years, the chain has continued to follow consumer traffic, echoing the retailing trend of opening some freestanding stores, including some next door to competitors. Individual stores are located in power centers. The company has been an Internet retailer since 1998. It has streamlined its catalog and distribution while undergoing renovation improvements at store level.