JCP J C Penney Company Inc

J.C. Penney Co. said Tuesday that it would try selling appliances again as it tries to boost home department sales.

The department-store retailer said it would introduce "a leading assortment of major appliances" in 22 pilot stores beginning Feb. 1.

Penney pointed to millenials entering the real-estate market and homeowners investing in updates.

"Our research shows that the female consumer is the key decision maker in the appliance purchase process. Recognizing that over 70% of our shoppers are women, we're going to improve the way customers shop for appliances by building an emotional connection with the female shopper who already trusts J.C. Penney to furnish her home and wardrobe," Chief Executive Marvin Ellison said.

Penney, which hasn't sold appliances for more than 30 years, said customer data show most of its shoppers own a home and are "frequently" searching for appliances on its website.

The company will launch pilot locations in San Antonio, San Diego and Tampa, each carrying 90 to 150 kitchen and laundry appliances from brands including GE, Hotpoint, LG and Samsung.

Penney said it would increase its shopping appeal among women by placing appliances near other popular home items. The company plans to introduce appliances to its website this spring.

The Plano, Texas-based retailer has reported a string of losses over recent years as it struggled with its online sales strategy and attempts to attract customers with its merchandise.

On Monday, Penney named a former Home Depot Inc. executive as its new head of stores, reuniting him with Marvin Ellison, who joined Penney as chief executive from the home-improvement retailer last year.

The department-store retailer named Joe McFarland as its executive vice president of stores, replacing Tony Bartlett. Mr. McFarland spent more than 20 years at Home Depot, most recently as the president of the northern and western divisions.

Shares of Penney fell 1.14% to $6.93 in early trading.

Write to Anne Steele at Anne.Steele@wsj.com

(END) Dow Jones Newswires

January 19, 2016 10:45 ET (15:45 GMT)

J C Penney (NYSE:JCP)
Historical Stock Chart
From Mar 2024 to Apr 2024

J C Penney (NYSE:JCP)
Historical Stock Chart
From Apr 2023 to Apr 2024