JCPenney is celebrating the grand opening of its updated store in Wayne with a slew of giveaways.

Scheduled to open April 5 at 9:30 a.m. as Willowbrook Mall‘s newest tenant, JCPenney will hand out wristbands for a free full-size JLo fragrance and Olaplex hair products to the first 50 people in line.

The department store will also give the first 100 individuals in line $10 off coupons, gift cards ranging from $10 to $100 and a JCPenney tote bag. Following the initial 100 people, the store will distribute $10 off coupons to all customers, the company said.

Throughout the store, JCPenney will have designated stations set up where customers can score freebies on a first-come, first-serve basis while supplies last. Offerings include a two-piece Yes Please diamond necklace set, Liz Claiborne signature plush bath towels, Champion keychains, stickers and other assorted unisex licensed items.

JCPenney will also have a kids area table where little ones can engage in crafts as well as a salon table where customers can grab samples of Paul Mitchell shampoo, Biolage detangler or Redken blowout cream. Additionally, there will be a prize wheel that attendees can spin to win other offers.

Continued growth

The grand opening comes a few weeks after the department store chain shuttered its longtime location at Wayne Towne Center in advance of its move across the road to Willowbrook Mall.

At the Brookfield Properties-owned mall, JCPenney is taking over a two-floor, 120,000-square-foot anchor spot left vacant after Lord & Taylor closed three years ago as part of a Chapter 11 bankruptcy. Discount retailer Shopper’s Find replaced Lord & Taylor before closing in late 2022.

The revitalized storefront is part of a $1 billion reinvestment strategy that aims to enhance customer engagement and driving sustainable growth. The initiative includes enhanced digital capabilities, in-store physical and technology upgrades, and merchandising & supply chain optimization.

When the chain rolled out its plan in August 2023, CEO Marc Rosen said, “JCPenney is on strong financial footing and is steadily increasing relevance and frequency with our core customers. We are poised for continued growth and know that the surest path to success is by focusing on our customers. That’s why we are wholly committed to serving hardworking families across America with the attention, value, quality, choice and experience they deserve.”

Longtime local

At Vornado Realty Trust-owned Wayne Towne Center – which also includes Costco, Nordstrom Rack, UFC Fit and Dick’s Sporting Goods – JCPenney was the Route 23 property’s oldest tenant. The 127,000-square-foot store first opened in 1974.

A JCPenney spokesperson told NJBIZ last month it is eager to welcome customers into a brand-new location and is “grateful for the longtime support of the community.”

Founded in 1902, the Texas-based retailer has 663 stores in the U.S. and Puerto Rico. Besides Wayne, JCPenney has nine other locations in New Jersey: Cherry Hill, Deptford, East Brunswick, Freehold, Jersey City, Rockaway, Toms River, Trenton and Woodbridge.

After the chain filed for Chapter 11 relief in May 2020, mall REITs Simon Property Group and Brookfield Asset Management bought JCPenney out of bankruptcy later that year.