J.C. Penney to Challenge Zara to Uniqlo With Joe Fresh

J.C. Penney Co. will open Joe Fresh shops in most of its stores tomorrow, a key test of Chief Executive Officer Ron Johnson’s strategy to turn most of the chain’s locations into collections of boutiques.

Joe Fresh, the apparel brand owned by Canadian grocer Loblaw Cos., will be in 681 of J.C. Penney’s 1,100 stores and carry items such as patterned pants and silk short-sleeved blouses, for mostly under $40, Siiri Dougherty, J.C. Penney’s general merchandise manager of women’s apparel, said in a telephone interview yesterday. J.C. Penney will advertise the brand online, through direct mail and in stores, which will each hold a sweepstakes to win months of Joe Fresh apparel, she said.