This is Us. #IAMJCPenney

People. Passion. Purpose.

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Mission & Values

Golden Rule

JCPenney was founded with one simple rule - the Golden Rule - to treat others as we'd like to be treated. The Golden Rule was the name of our first store in Kemmerer, Wyoming, and it set the standard by which we've operated for more than 120 years. The name of our stores has evolved, but our focus on putting customers and associates at the heart of what we do remains unchanged.

Our History

"It is always the start that requires the greatest effort." - James Cash Penney JCPenney's history is bound to the legacy of our Founder, James Cash Penney, who established honor, courage, service, and cooperation as guiding principles in the life of a JCPenney associate.

Our Brands

As one of the nation's largest retailers of apparel, home, jewelry, and beauty merchandise, JCPenney has a portfolio of private and national brands of remarkable quality and exceptional value. Many of our private brands like Liz Claiborne®, Stafford®, okie dokie™, and Worthington™ are so well known that customers don't realize they are exclusive to JCPenney!

Through strategic partnerships, we proudly encourage the growth of diverse businesses while investing in the communities we serve.

Philanthropy

JCPenney has a legacy of developing strong, vibrant communities. With a commitment to helping close the opportunity gap, we’re passionate about providing students in under-resourced communities the tools for success. Through the volunteer spirit of our associates and strategic investment in the work of our nonprofit partners, we’re working to improve the communities where we live and work.