The department store operator sells apparel, footwear, accessories and beauty products at its locations and online.
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News about J.C. Penney
Smaller stores are retail's path forward, as Kohl's shows.
Shares are down 18% in two days.
The chain's four new brands want to take Walmart beyond socks and undies.
Shares are up 10% despite huge sales declines.
The company is already closing 40 stores.