Struggling yet iconic retailer JC Penney is testing ideas at a remodeled Texas store featuring a fitness studio, a videogame lounge and style classes.
Jill Soltau, who took the reins last year, is also focused on getting
back to basics, such as making its stores easier to shop and getting out
of less-profitable categories. In recent years, revolving management
and strategic changes have plagued the company, and Ms. Soltau doesn’t have the luxury of time.
Penney’s revenue fell to $12 billion in the fiscal year that ended in
February, down from nearly $20 billion in 2007, and the company has lost
money every year since 2012.