Thousands of items at JC Penney are on clearance, touting savings up to 70 percent across the entire store.
The JC Penney at the Durango Mall is one of six store locations across the nation piloting a new store concept dedicated to selling clearance merchandise.
Carter English, a spokesman for JC Penney, said the new clearance center is “part of our effort to explore new growth opportunities.”
“We want to differentiate JC Penney from traditional and off-price competitors,” he said. “The new store concept allows us to consolidate, display and sell clearance and other merchandise in a new and compelling way.”
Last week, JC Penney reported a rise in sales at established stores, reversing four straight quarters of declines, the Associated Press reported.
Revenue was $2.81 billion, exceeding Wall Street forecasts of $2.76 billion. Revenue at stores open at least one year rose 1.7 percent.
General Manager Hillary Bailey-Johnson said the majority of the store is on clearance, with the exception of holiday categories and family basics.
This includes, but is not limited to, items in the toy department and outerwear sold seasonally during the holidays.
Bailey-Johnson said JC Penney has served Durango for more than 100 years. The store was previously located on Main Avenue before relocating to the mall when it opened in 1982.
In addition to new clearance items, the store received a complete interior refresh to mark the changes.
“We received new visual graphics, and the store has new interior paint,” Bailey-Johnson said.
English said converting the JC Penney into a clearance center does not mean the store’s future is in jeopardy.
“The JC Penney Clearance Center is designed as a long-term strategy that allows us to attract new and existing customers to a unique, more value-driven shopping experience,” he said.
Bailey-Johnson said corporate will track the success of the Durango JC Penney to determine at a later date if the pilot continues, or if other stores join the list of clearance centers.
Other JC Penney Clearance Centers are located in Alamosa; Paris, Texas; Scottsboro, Alabama; St. Augustine, Florida; and McCombs, Mississippi.