The century-old retailer continues to shrink as it struggles to adapt to the post-pandemic retail landscape.
They survived bankruptcy in 2020. They tried to bounce back with new strategies. But now, JCPenney is preparing to shutter seven more stores across the country, marking another setback in its long battle to stay relevant in an increasingly digital world. The closures, expected to be completed by May 25, will affect locations in California, Colorado, North Carolina, Idaho, Kansas, New Hampshire, and West Virginia.
For many Americans, JCPenney was more than just a department store. It was the place where generations bought their first suits, back-to-school clothes, home décor and holiday gifts. Founded in 1902, it became a fixture in malls across the country. But the past decade hasn’t been kind to the chain, and neither has the digital transformation that followed the pandemic.
A shrinking footprint in seven states
The affected stores include some that had served their communities for decades. These are the locations that will shut their doors in the coming weeks:
- The Shops at Tanforan, San Bruno, California
- The Shops at Northfield, Denver, Colorado
- Pine Ridge Mall, Pocatello, Idaho
- West Ridge Mall, Topeka, Kansas
- Fox Run Mall, Newington, New Hampshire
- Asheville Mall, Asheville, North Carolina
- Charleston Town Center, Charleston, West Virginia
Each closure means job losses and empty spaces in malls that are already struggling to keep foot traffic. And it’s not just about JCPenney. The retail sector in the US is undergoing one of its biggest transformations in recent memory.
Post-pandemic reality and changing habits
During the pandemic, online shopping became the norm. And even now, when most things have returned to “normal,” consumer behavior hasn’t gone back to what it was. People prefer to shop online—from groceries to clothing—and many traditional retailers are finding it hard to adapt.
Earlier this year, JCPenney had teamed up with Forever 21 to refresh its image and attract younger customers. But the move didn’t bring the expected results, and when Forever 21 itself announced it was shutting down its physical stores in March, it became clear that the partnership wouldn’t be the lifeline JCPenney hoped for.
High costs, low margins
Retailers are not just battling changing habits. They’re also fighting rising rents, higher labor costs, and tighter margins. Keeping physical stores open has become more expensive, and for some companies, the math just doesn’t add up anymore. Even brands like Target and Family Dollar have closed locations and are betting more heavily on e-commerce.
What’s next for JCPenney?
For now, the company hasn’t announced further closures. But insiders suggest more may be on the horizon if foot traffic and revenue don’t rebound. For many, JCPenney represents more than just another struggling brand—it’s a piece of American retail history. But history alone may not be enough to save it.