Department store chain JCPenney is revamping almost 700 US stores. The scheme will create a new in-store layout, including multiple smaller units, dedicated to particular brands such as clothing and cosmetics.

The initial transformation of 10 stores is expected to be completed by August 2012. The retailer is to remodel two to three new shops every month until its ‘100 Shops’ format is in place by 2014.

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