As part of its major revamp overhaul (including tapping Nina Garcia as its in-house style voice and fashion collection curator), J.C. Penney is following suit on the store-within-a-store concept, having just inked a deal with Canadian retailer Joe Fresh. The plan — which reminds us very much of the recent Topshop at Nordstrom rollout — is to open Joe Fresh shops in 683 J.C. Penney locations. Currently, Joe Fresh has six US spots, all within the New York and New Jersey area, which makes this latest development much more exciting and accessible for those of us who haven't been able to snag some of the Toronto-based retailer's affordable fashion pieces yet. While there's no set date for the two-in-one shopping to launch, we can expect it to be soon. "It's going to be exciting. It's bold. It's aggressive," said Joe Fresh founder Joseph Mimran. So, the question now remains, does this newly-emerging trend of a shop within a shop appeal to you? Could this be the future of brand collaborations?
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