A new corporate identity and Penneys store prototype were unveiled between late 1962 and late 1964. The first Penneys Catalog made its debut in August 1963, with operations established in 8 states (nation-wide catalog sales would be implemented in 1979, with the J.C. Penney Catalog finally being discontinued in 2012).

The new product lines introduced at the J.C. Penney Co. BLACK HORSE PIKE and KING OF PRUSSIA PLAZA locations were expanded. Subsequent full-line Penneys stores would also include a coffee shop, beauty shop, portrait studio and Penneys Auto Center. One of the first of the new generation Penneys stores opened August 20, 1964, at Florida's WINTER PARK MALL.


*WHITE LAKES MALL, Topeka, KS (1964)
*SOUTHLAND CENTER, Hayward, CA (1964)
*MELLETT MALL, Canton, OH (1965)

By the late '60s, the Penneys chain was building new full-line stores at a rapid clip. The example depicted here anchored South Florida's PALM BEACH MALL. Encompassing 220,000 square feet, it commenced operation in October 1967.