The New Generation store featured greatly-expanded lines of merchandise. There were now departments carrying lawn & garden items, sporting goods, housewares, home furnishings, large appliances and electronics. A standard-size Penneys, which opened at Melbourne, Florida's BREVARD MALL in August 1963, included the very first "Penneys Auto Center."

A typical New Generation Penneys store would feature these departments. 

Graphic from the J.C. Penney Company

A standard Penneys Auto Center sold and installed the Penneys house brand of tires, batteries and auto accessories. Note: A full-line Sears store would have included an attached or freestanding Sears Auto Center. After 1958, full-line Montgomery Ward stores also featured an attached or freestanding Wards Auto Center.  

Graphic from the J.C. Penney Company

 

Most New Generation Penneys stores included a Penneys Beauty Salon. The store might also have a cafeteria or coffee shop, photo studio and outdoor lawn & garden center.

Graphic from the J.C. Penney Company

By the late '60s, the J.C. Penney 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, the store commenced operation in October 1967.