JCPenney opens new customer-centric reimagined store in Hurst, Texas. Credit: J.C. Penney Company, Inc. Holding Company

US department store chain JCPenney has opened its new customer-centric reimagined format store in Hurst, Texas.

The reimagined store is based on data gathered from the retailer’s customer research conducted for over a year.

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JCPenney chief executive officer Jill Soltau said: “Our customers are at the heart of everything we do. They told us that they want a retailer that reflects their lives, makes them feel good about themselves, is fun to shop and truly understands the important moments in their lives, big and small. We bring that complete experience to life at our brand-defining store.

“This store is more than a renovated location, it is the fullest articulation of our customer-centred strategy, an investment in our future and a lab to inform decisions to return JCPenney to sustainable, profitable growth.”

The new store features an ‘All-You’ zone, which includes fashion jewellery and accessories, Sephora inside JCPenney, and Salon and Spa by InStyle.

The retailer has also introduced its first barbershop, The Barbery, which will offer haircuts, shaves and shoeshines.

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The store includes two Styling Rooms for women and men, which are equipped with At Your Service technology. This allows shoppers to receive their preferred products or styles without having to leave the fitting rooms.

The retailer, in partnership with Pinterest, has also developed an in-store style explorer, which assists customers with their home redesign.

Earlier this year, JCPenney announced plans to close around 27 stores due to below-par performances.