JCPenney will start opening baby shops within 500 stores Aug. 31, looking to absorb some of the customers from recently closed Babies “R” Us.
The department store already sells cribs, high chairs, strollers, car seats and other baby supplies online, but the items will make their brick-and-mortar debut with the new shops.
There are three JCPenney stores in the Dayton area at the Mall at Fairfield Commons, the Dayton Mall and Miami Valley Mall in Piqua. There are five in the Cincinnati area. All eight of these stores will open a baby shop on Aug. 31 except the Miami Valley Mall store.
JCPenney stores already sell baby apparel.
“The baby care business is expected to reach over $13 billion by 2021 and we are seizing this opportunity to pursue available market share and aggressively go after the baby customer with these new shops,” said James Starke, senior vice president and head of merchandising for JCPenney. “We’ve strategically chosen these 500 JCPenney locations because the majority of the stores are near a specialty baby retailer that has recently closed its doors.”
In addition to large items and clothing, the baby shops will sell pacifiers, diaper bags, bottles and bouncer seats from brands like Avent, Graco, Fisher Price and Halo.