J.C. Penney is selling appliances in some of its stores nationwide to tap into that growing market.For the first time in three decades, J.C. Penney is selling major home appliances in many of its stores, including in Chattanooga, starting today.
The retailer is powering up its home business by putting an appliance showroom into nearly 500 stores. The move is driven by a successful pilot effort that validated the company's return to appliance sales, according to the Plano, Texas-based company.
J.C. Penney has stores at Hamilton Place mall in Chattanooga and in Bradley Square Mall in Cleveland, Tenn. However, the Cleveland unit won't have an appliance showroom at present, J.C. Penney said.
Chattanooga-based shopping center operator CBL & Associates Properties Inc., which operates Hamilton Place mall, has 61 J.C. Penney stores in its nationwide portfolio.
Stephen Lebovitz, CBL's chief executive, said the retailer always has had a strong presence in the home area as it offers kitchen accessories, cookware and bedding, and adding appliances is a national extension to its product mix.
"Additionally, today's technology will allow them to offer these products to their customers without having to stock significant inventory in-store," he said.
The retailer said customers can shop its appliance selection on jcp.com.
J.C. Penney said that each appliance location will have between 100 and 215 models on display, showcasing refrigerators, ranges, dishwashers, washers and dryers. Among the brands offered are Samsung, LG, GE and Hotpoint.
In addition, customers can get no-interest financing, free delivery, a price match guarantee and earn JCPenney Rewards on appliance purchases, according to the retailer.
Lebovitz cited a comeback at J.C. Penney in recent years, saying its sales increases continue to exceed expectations.
"There is no better example of the ongoing relevance of the department store in today's evolving retail world," he said.
J.C. Penney has halted what had been a decline in its business earlier this decade. In 2014, the company closed its Northgate Mall store in Hixson and a year later shut down its Dalton, Ga., unit at Walnut Square Mall, among others nationwide.
But the retailer has improved sales and profits, with an expected $1 billion in positive adjusted earnings before interest, taxes, depreciation and amortization, according to reports.
J.C. Penney also will allocate another 25 percent of floor space to ready-made curtains, blinds, shades and decorative hardware, the company said. In addition, it will test new products and services provided by Ashley Furniture and Empire Today Carpet & Flooring.
Marvin R. Ellison, the retailer's chief executive officer, said it's taking steps to grow the business by introducing new brands, products and categories where customers have shown there's clear demand.
"Since launching major appliances in 22 stores last February, the response has been outstanding. The pilot confirmed that we should not limit our business to apparel and soft home in order to achieve significant revenue growth," he said in a statement.
Contact Mike Pare at mpare@timesfreepress.com or 423-757-6318.