Department store chain JCPenney has announced a $40m investment in upgrading its Reno distribution centre in Nevada, US. 

The enhancements to the Reno distribution centre are the latest in a series of initiatives aimed at streamlining supply chain operations to improve customer experience when ordering through jcpenney.com.  

The move is part of the retailer's $1bn reinvestment strategy aimed at enhancing its supply chain and improving service for online shoppers.   

The upgrade includes the implementation of the Joey Pouch sorting system, a sophisticated, computerised induction, sorting and packing system designed to increase order efficiency and speed.  

The retailer expects the new system to improve the accuracy and dispatch speed of online orders, while reducing associate training time and increasing productivity.   

The Reno facility's upgrade and technology enhancement will not affect existing jobs.

JCPenney CEO Marc Rosen said: “The Joey Pouch system deployed in our Reno Distribution Logistics Center showcases an updated technology and we’re proud to bring this state-of-the-art machinery to our facilities. We look forward to experiencing its impact on our customers, associates and company as we honour our commitment to making every day count for our customers. 

“When we announced our $1bn reinvestment strategy last year, this is exactly the type of upgrade we envisioned for our supply chain.   

“This new system will provide JCPenney with the best-in-class equipment and technologies to better support our associates and serve our customers.”   

JCPenney’s reinvestment strategy encompasses not only supply chain optimisation but also digital enhancements and physical and technological in-store improvements.  

Since August 2023, the retailer has announced more than 100 store upgrades and revamped its Rewards and Credit programme.