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While abounding retailers accept struggled in contempo years, J.C. Penney’s (NYSE: JCP) travails accept been conspicuously severe. The banal is bottomward a whopping 95% over the aftermost decade, advertence that in the eyes of investors, the administration abundance is a bald carapace of its above self. Though J.C. Penney still has added than 860 food beyond the country, there’s little catechism that the basal business has achromatic considerably.

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J.C. Penney’s troubles began aback it broke Ron Johnson as CEO to adapt the food in 2011. Johnson, who came to J.C. Penney afterwards running Apple’s retail stores, attempted a cast check that alienated the company’s barter who were acclimatized to things like approved discounts. As a result, commensurable sales fell about 25% that year, and accept never absolutely recovered. J.C. Penney showed Johnson the aperture afterwards 17 months as CEO, and brought aback above CEO Myron Ullman as acting CEO. Ullman helped balance the business, but was replaced by Marvin Ellison in August 2015. Having appear from Home Depot, Ellison launched apparatus sales and initiatives about home advance such as window treatments and flooring, but he bootless to acknowledgment the aggregation to profitability. He abruptly larboard to become CEO of Lowe’s in May of this year. 

Now J.C. Penney has broke Jill Soltau to be the company’s aing arch executive, starting Oct. 15. 

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The exoteric of a J.C. Penney store

Image source: J.C. Penney.

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Soltau brings an absorbing resume to J.C. Penney. She was best afresh admiral and CEO of JOANN Stores, the nation’s bigger crafts and t retailer, with 850 locations nationwide. According to J.C. Penney, “Under Soltau’s leadership, JOANN Food has undergone a awakening of branding, broadcast agenda and omnichannel capabilities and artificial cardinal partnerships to body allusive relationships with its customers.”

Prior to active JOANN, Soltau spent eight years at Shopko, a administration abundance alternation in the Midwest and West, as controlling carnality admiral and arch affairs officer, and she additionally formed for Sears, Kohl’s, and Saks Fifth Avenue.

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Soltau acutely has a difficult job advanced of her. Not alone is J.C. Penney operating at a loss, but it additionally has billions of dollars in debt to service, and there’s been a notable abandonment from the controlling ranks. In accession to Ellison’s departure, CFO Jeffrey Davis larboard the aggregation aloof aftermost week, a little added than a year afterwards the company’s antecedent CFO, Ed Record, said he would footfall down. Such a arrangement can arresting either poor management, infighting, or artlessly that admiral accept they’re on a biconcave ship, which could be the case with J.C. Penney. The revolving aperture in the controlling apartment illustrates that axis about the disturbing administration abundance alternation has accurate to be a daunting, if not impossible, task. 

Soltau seems bigger ill-fitted to the job than her predecessors, however, as her acquaintance is appreciably added relevant. Unlike Johnson, who came from Apple, or Ellison with his acquaintance in home-improvement retail, Soltau’s accomplishments at Shopko and JOANN seems anon accompanying to J.C. Penney as those businesses baby to agnate customers. The boilerplate Apple or Home Depot chump is abundant altered from J.C. Penney’s ambition bazaar of middle-aged women, which partly explains Johnson’s and Ellison’s errors in their time at the captain of the administration abundance chain.

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Story Continues

Seventy percent of J.C. Penney’s barter are women, and its best acknowledged contempo initiatives like its Sephora expansion, InStyle beard salons, and alike the apparatus barrage accept been geared against women. It makes sense, then, to put a woman in the CEO armchair as she’s added acceptable to ahead and be able to accommodated amount customers’ needs. The bazaar seemed to agree, sending the banal up as abundant as 14% on the account of her aing the retailer.

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It’s now or never for J.C. Penney’s turnaround. Soltau has a appropriate adventitious at carrying a improvement for the administration abundance as retail sales billow in a able economy. Rival stocks like Macy’s, Kohl’s, and Nordstrom accept all climbed in affiliation with ascent commensurable sales, so J.C. Penney may be able to t some of the aforementioned tailwinds that accept additional its peers.

It won’t be easy, and Soltau will accept to accomplish adventurous moves, but if the aggregation continues on its accepted trajectory, it may not survive the aing recession.

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Added From The Motley Fool

Jeremy Bowman owns shares of J.C. Penney. The Motley Fool owns shares of and recommends Apple. The Motley Fool has the afterward options: continued January 2020 $150 calls on Apple, abbreviate January 2020 $155 calls on Apple, abbreviate February 2019 $185 calls on Home Depot, and continued January 2020 $110 calls on Home Depot. The Motley Fool recommends Home Depot, Lowe’s, and Nordstrom. The Motley Fool has a acknowledgment policy.

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