$4m renovation under way at Flint JCPenney

The outside of JCPenney at Genesee Valley Center in Flint Township.

The outside of JCPenney at Genesee Valley Center in Flint Township.

FLINT TWP. — JCPenney, America’s shopping destination for discovering great styles at compelling prices, is renovating its store at the Genesee Valley Center, as part of the company’s continued investment in its existing stores.

Upon completion in August, the Genesee Valley Center store will have the look and feel of a new JCPenney store — highlighting JCPenney’s most innovative new brands and concepts.

“Over the last few years JCPenney has been transformed into a destination for great style, and our planned improvements will vividly showcase our selection of new and fashionable brands,” Store Manager Jennifer Ruble said. “We look forward to sharing our new look with our customers as they rediscover all that JCPenney has to offer.”

The more than $4 million renovation of the Flint store is among a range of store improvement projects included in JCPenney’s $650 million capital expenditures plan for 2011. In addition to two new stores opening this spring and one store opening this fall, the enhancements include 69 major store renovations and the addition of 77 Sephora inside jcpenney boutiques, bringing the total number of Sephora inside jcpenney locations to 307.

The Genesee Valley Center store will introduce a full-service Sephora inside jcpenney, the ultimate beauty destination.

Located prominently in the center of the store, the 2,000-square-foot beauty boutique will feature the most desired brands in makeup, skincare, hair care, fragrance, and accessory products, and will be staffed by a team of specially trained beauty consultants.

The store will feature two new offerings in unique shop-within-a-shop environments — MNG by Mango® and Call It Spring®. MNG by Mango delivers a complete European fast-fashion collection of contemporary women’s apparel, handbags, accessories and footwear. Call It Spring is a brand created by The Aldo Group for on-trend, modern footwear and handbags.

The complete remodel of the 110,000- square-foot store will also include modern fixtures, improved lighting and new signage and graphics to make it easier to navigate the store and locate the hottest trends from brands such as Liz Claiborne®, I © Ronson®, JOE Joseph Abboud® and nicole by Nicole Miller®.

Other improvements include an updated fine jewelry department featuring Modern Bride™, a modernized shoe department, new carpet and tile, improvements to fitting rooms and restrooms, and the introduction of jcp services, the in-store destination where customers can order, pick up and return jcp.com purchases, complete gift registry transactions, manage their JCP Rewards card accounts and more.

JCPenney has operated stores in Michigan since 1917. The Genesee Valley Center store opened in 1980. — G.G.

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