JCPenney’s CEO Is Done Chasing New Customers. ‘We Are Loving Those Who Love Us.’

JCPenney’s new chief executive isn’t trying to win new customers or court younger, hipper buyers. Instead Marc Rosen hopes to revive the 120-year-old retailer by focusing on those who already shop there: budget-conscious American families.

That is a departure from predecessors who tried to woo millennials, appliance buyers and even yoga enthusiasts, to name a few. Those strategies failed to keep the chain out of Chapter 11 bankruptcy in 2020. Its new owners installed Mr. Rosen, the great-grandson of a department-store owner, last November. He previously worked for Walmart Inc. and Levi Strauss & Co.

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