In 1970, full-line Penneys stores were selling this Penncrest Spanish Mediterranean console stereo. Its big feature was a 3-speed stereo reel-to-reel tape deck and "solid state" (meaning transistorized) amplifier.
In August 1971, the iconic sans-apostrophe Penneys logo began to be replaced by the JCPenney (Helvetica-font) trademark. The Penncrest brand started to be phased out in June 1973, with a new line of JCPenney-brand appliances and electronics being introduced. The stereo-quadraphonic (or 4-channel) system seen above was one of the first JCPenney-brand units.
In 1983, J.C. Penney stopped selling large appliances. Likewise, lines of paint, hardware, lawn & garden and fabrics were removed from all stores. Penney's Auto Centers closed, with most being sold to Firestone. The company expanded -and reemphasized- lines of apparel and home furnishings.
MONTGOMERY WARD
Riverside - tires & automotive / Garden Mark - fencing, lawn & garden equipment / Fairway - water heaters, furnaces, space heaters and plumbing equipment / Forward - typewriters and adding machines / Hawthorn - sporting goods / Sea King - boats & accessories / Powr-Kraft - tools & home improvement needs / Style House - home furnishings & decor / Brent - men's wear & shoes / Carol Brent - women's wear & shoes / Adams - movie cameras, projectors & equipment
SEARS & ROEBUCK
Allstate - tires & automotive / Craftsman - tools & lawn & garden equipment / J.C. Higgins - sporting goods (1908-1962) / Ted Williams - sporting goods (1963-) / Elgin - boats & accessories / Courier & Forecast - luggage / Harmony House - home furnishings & decor / Homart - home improvement needs and water heaters / Tower - cameras & photographic supplies / Honeylane - lingerie / Featherlite - women's shoes / Beckwith - pianos & organs
J.C. PENNEY
Foremost - tires, automotive, boats & sporting goods / Penncraft - tools & home improvement needs / Penncrest - home appliances, home electronics, cameras & photographic supplies, film editors, sewing machines, typewriters, adding machines & hair clippers / Towncraft - men's ties & shoes, watches & luggage / Penn-pressed -men's & women's slacks, men's shirts / Gaymode - women's nylons, hosiery, foundations & shoes
NOTE: By 1976, Wards had retired once-popular house brands, such as Riverside, Airline, Signature and PowrKraft. Everything was being sold under a more general Montgomery Ward brand. In the here and now, Sears uses private labels such as Kenmore, Craftsman, Ted Williams and Homart. Likewise, J.C. Penney retired house brands such as Penncrest, Penncraft, Penn-pressed and Foremost. They currently sell merchandise under several exclusive private labels. These include Liz Claiborne, Worthington and Stafford.
