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JCPenney prototype to anchor new mall

Wesley Chapel JCPenney, the company's first stand-alone store, plans to open Oct. 2 in Shops of Wiregrass. It is still hiring.

By JAMES THORNER
Published September 13, 2005

WESLEY CHAPEL - Northeast of Bruce B. Downs Boulevard and State Road 56, the Wesley Chapel JCPenney, trimmed in plate glass and fresh beige paint, is bulking up with merchandise before its Oct. 2 grand opening.

Twelve miles to the south at University Mall in Tampa, JCPenney is liquidating its stock and shedding employees after a run of 26 years. Its last day is Oct. 1.

The replacement of University Mall's 160,000-square-foot store with Wesley Chapel's 98,000-square-foot stand-alone store places Penney on the leading edge of a retailing shift from the city to the suburbs.

"We've filled around 60 to 80 positions but ultimately we're looking for another 100 employees,' JCPenney manager Connie Lant said Monday from her office in the new store. "We're merchandising it right now. It's looking awesome."

Penney, one of three projected anchors at what will be the 750,000-square-foot Shops at Wiregrass, backs up to thousands of acres of forest and pasture. But not for long.

The Goodman Co. and Forest City Enterprises, the joint-venture partners on The Shops, have signed contracts with a Dillard's department store and an 18-screen cinema.

The partners hope to draw 60 stores to their $105-million development. Most wouldn't arrive until late 2007. Its fiercest rival is Cypress Creek Town Center, a 1.3-million-square-foot mall scheduled for completion in two years at SR 56 and Interstate 75.

The Wesley Chapel JCPenney is the Plano, Texas, chain's first Florida stand-alone prototype store. By swapping back-room storage for more efficient distribution, Penney economizes on store size.

The newfangled stores pride themselves on their wider aisles, snazzier lighting, faster customer service and cash registers up front. Those features are meant to steal some of the appeal of discount store rivals such as Target and Kohl's.

Though University Mall Penney employees had first dibs on jobs at the suburban store, not everyone wanted to trek 12 miles north for work, Lant said.

JCPenney is collecting applications for the remaining 100 jobs. They include commissioned sales people in the shoe, jewelry and window covering departments; cashiers; display people; and hair stylists.

Applications are accepted on the JCPenney Web site, at the University Mall store or via online job placement sites such as Monster.com. Until parking lot paving is complete, the new store is closed to traffic.

[Last modified September 13, 2005, 01:46:17]