This past Friday, July 31st, the first ever JCPenney in Manhattan opened at Herald Square in midtown — one block away from the massive, iconic Macy’s location. Now some of you may be thinking “What’s the big deal? They are located in every single mall in my area!”. To answer that, there is an entire untapped customer base of Manhattanites that have never been to a JCPenney, or haven’t had the opportunity to visit one lately since there aren’t any close to the city. Plus, what makes this one unique is the branding and positioning of the store offering value-oriented products, especially the designer lines such as I ♥ Ronson (Charlotte Ronson), American Living (Ralph Lauren), Fabulosity (Kimora Lee Simmons), and Nicole Miller. The new Manhattan stores stands out from the rest in a variety of ways, including floor to ceiling racks for merchandise, various digital tools, such as scanner communication with the stockroom to ask for the selected style and three additional footwear alternatives, and same-day delivery. The grand opening indeed was a festive affair, attended by Mayor Michael Bloomberg and Kimora Lee Simmons, with many more events, prize giveaways and celebrity coming in the next month.