JCPenney to make beauty push with Salon by InStyle expansion

By

Obi Anyanwu

Published
Apr 10, 2017

JCPenney shoppers are going to see a lot more Salon by InStyle locations in the coming months. The retailer announced on Monday that 50 salon locations are going to be rebranded to The Salon by InStyle, as part of its reinvention of over 750 salons nationwide.

Several full service salons will undergo renovations to add modern fixtures, furniture, and accent lighting to reveal the contemporary Salon by InStyle concept this summer. The company also introduced online booking, which allows customers to view salon services by location and schedule appointments.

The elevated concept that first launched in 2015 in partnership with the editors of InStyle Magazine offers services such as haircuts, color, blowouts, hair treatments, extensions, natural style and a retail space all in a contemporary environment that appeals to new and younger customers. JCPenney piloted the concept at 15 locations in California, Florida, Texas and Illinois, and plans to expanding the concept to salon locations in other markets.
 
JCPenney also plans to hire 4,000 salon associates for The Salon by InStyle, in addition to the 10,000 salon associates currently employed by the company. The new hires should counter the 6,000 employees that will take early retirement as part of JCPenney’s program.

"Providing customers with a compelling head-to-toe beauty solution is an important differentiator and growth strategy for JCPenney,” said John Tighe, chief merchant for JCPenney.  “It gives shoppers more reasons to visit a store and the personal, interactive experience inspires them to spend considerably more than the average customer.”
 
Another way JCPenney hopes to entice customers to enter its stores is with the new Home Service program for consumers remodeling their home. The retailer partnered with Samsung, Trane and other manufacturers and service providers to offer home improvement services at 100 stores. CEO Marvin Ellison believes that the home remodeling market is a “tremendous opportunity to capture additional revenue and minimize our dependence on apparel.” The $300 billion home remodel industry and $1 billion beauty industry may drive growth for the company as it closes 138 stores by June.
 
JCPenney said in February that it would shut down 138 stores in order to better compete with online retailers. The underperforming locations represent less than 5% of annual sales. The company, which posted its first annual adjusted profit in five years, is expecting $200 million the cost cutting measures, but it will take a $225 million pre-tax charge in the first half of the year.
 
Tighe added, “By making the necessary investments in our salon operations and stylists, we can successfully leverage the brand recognition of InStyle to continue gaining market share and create a best-in-class shopping destination."