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J.C. Penney debuting outdoor shop, in-house outdoor brand

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September 13, 2019

Retailer J.C. Penney expects to have an outdoor shop in 100 of its 830 stores by October and is launching an in-house brand, St. John's Bay Outdoor, which will be in 600 stores this week.

The strategy, according to a CNBC report, is in response to consumer activity as more Americans are spending more time outdoors.

"With this expansion, [Penney] is taking part in the nearly $900 billion outdoor recreation industry by offering functional, durable apparel with our customer expectations at the core, all at an incredible value," said Michelle Wlazlo, chief merchant, in a statement, according to the report.