JC Penney celebrates 65 years in Sikeston

SIKESTON - Sixty-five years ago this month, when P.E. Brown opened the doors to Sikeston's very first JC Penney store, he was determined to follow the golden rule establish by company founder James Cash Penney. The company's goal then, and still today, is to "serve the public, as nearly as we can, to its complete satisfaction."

"Value and quality, that is what JC Penney started and what we continue to emphasize," said James Burchett, who manages Sikeston's Penney store, today.

While the motto is the same, Burchett said if the original Sikeston Penney's manager walked into the store today he would be startled by all the changes.

According to Burchett in 2000, the JC Penney Co. underwent a reorganization. Management brought in new players at the corporate level to create a company able to compete as it moves into its second century of operation. The new leaders are driving forces behind the many changes at JC Penney, he said.

Burchett points out new lines which the company now offers through its stores across the nation including Sikeston. For young men the USA Polo and South Pole labels have proved popular and there is a larger selection of casual wear for men. The company created private labels as well as emphasizing its St. John's Bay and Stafford lines.

"Crazy Horse, a new women's label, has been accepted well by our customers. We have had more than a 50 percent increase in our casual wear business for women," he said. "And for the junior shopper we have expanded the total department selection."

Even the youngest customers have their own private label, Okey Dokey, which is now available through the Penney's store.

"We have enhanced merchandise offerings and the flow of merchandise," Burchett said. "The changes gave our buyers the ability to move merchandise to all our stores."

The local store continues to focus on what Burchett describes as "fashionability." He added there is an effort to define categories within the store's space and to improve presentation for the customers.

JC Penney stores across the country are a major player in the home furnishing area and are the No. 1 retailer of towels. The Sikeston store follows this pattern as well. Also the Sikeston store has centralized its check-out system, which Burchett said makes checking out quicker.

A redefined marketing program puts an emphasis on sales events on a regular basis at all stores through national and local advertising.

The changes, Burchett said, have brought success not only for the local store but the entire company. A company news release dated April 8 reported department store sales increased 11.4 percent for the five weeks ending April 3. The sales, which were above expectations, were strong across all merchandise divisions, the company reported.

"We are right in the mix," said the store manager about the local sales. "We have shown steady increases since 2000."

Last year alone, he added, the store saw good sales increases with some areas - such as the young men's sportswear - reporting a real boom in sales.

JC Penney Co.'s move into the Internet has proved equally successful said Burchett, who noted sales are steadily increasing in this area. "With all the demands on customers' time we want to make shopping easier. One of JC Penney's goals is to make it easier to shop, whether in a store, from the catalog or on the Internet."

Nationwide the company is opening 14 new stores, similar to its Sikeston operation. These are smaller free-standing stores located near population areas with high traffic.

"JC Penney is looking to grow, they are moving closer to the customers," said Burchett. The recent sale of Eckard Drugs by the Penney company has also put them in a strong financial position to make these expansions.

For the Sikeston store, which employs about 50 people through its retail and salon operations, the future is looking bright, said the manager.

"We will continue to build on our strengths, expanding on fashionability and strive to fit the needs of our demographics," said Burchett. "We have been a part of Sikeston since 1939 and from all the signs it looks like we will continue to be a part of Sikeston and the surrounding communities for many years to come."