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J.C. Penney’s turnaround has touched every corner of the struggling department store

Read: Kohl’s Macy’s lost millions to hurricane closures, but their problems run deeper. J.C. Penney shares are down 64% for the past year while the S&P 500 index SPX, -0.09%   is up 19% for the period.

J.C. Penney Co. Inc. reported third-quarter same-store sales on Friday that Chief Executive Marvin Ellison called “the best quarterly comp since the second quarter of 2016,” a sign that the myriad steps the company has taken to turn around the business are starting to work. In recent months, the company JCP, +15.27% announced a revamp of its fine jewelry department; a children’s toys and home décor push; high-profile partnerships with “Black-ish” star Tracee Ellis Ross, Ayesha Curry (a Food Network chef and wife of NBA star Steph Curry) and the reality TV show “Project Runway”; and an effort to reach target demographics like college students with new dorm stores and B2B customers with a push to hotels.


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