The company has historically offered cribs, high chairs, strollers and car seats through their catalog over the years (most recently at JCPenney.com), but starting Aug. 30, parents can find an assortment of those items in-store along with bottles, pacifiers, diaper bags, bouncer seats and activity centers from brands including Avent, Graco, Fisher Price, Dr. Brown’s, Tommee Tippee and Halo. The 500 locations chosen for the new department are strategically located in communities where a neighboring Babies "R" Us store has recently closed.
From the Official Announcement: The new shops will feature updated graphics and signage and will be located adjacent to baby apparel, featuring an expanded assortment of Carter’s clothing along with Gerber and Okie Dokie playwear and sleepwear. Most of the product displayed will be stocked at the store so parents can take home their new car seat, stroller, swing or activity center the same day. Nursery furniture such as cribs and crib mattresses are available to take home the same day in select stores, while the remaining stores will arrange to have those purchases shipped directly to the customer’s home. Coordinating dressers, changing tables and gliders are available at JCPenney.com.