JCPenney Unveils $40 Million Investment in State-Of-The-Art Supply Chain Upgrades

PLANO, Texas–(BUSINESS WIRE)–JCPenney today unveiled a new upgrade to its 1.67 million square foot Reno, Nev. distribution center. As part of the retailer’s self-funded $1 billion reinvestment strategy announced last year, JCPenney has invested $40 million in updating the equipment and infrastructure of the Reno facility to increase order efficiency and speed for online shoppers. 

The centerpiece of the upgrade is the implementation of the Joey Pouch sorting system, a state-of-the-art, computerized induction, sorting and packing system. It includes new induction process technologies, a fully automated sorter to assemble orders and a new packing system that includes invoice and shipping label printing for each order in the station. The upgrade is expected to improve the customer experience by ensuring that online orders are complete with higher accuracy and shipped out more quickly.

In addition to improving the customer experience, the upgrade will dramatically reduce associate training time, leading to greater productivity, and will allow for more flexibility in staffing across the facility. The Reno distribution center will continue to provide hundreds of local jobs to the surrounding community with no impact to existing roles due to the technology upgrade.

“The Joey Pouch system deployed in our Reno Distribution Logistics Center showcases an updated technology and we’re proud to bring this state-of-the-art machinery to our facilities. We look forward to experiencing its impact for our customers, associates and company as we honor our commitment to making every day count for our customers,” said JCPenney CEO Marc Rosen. “When we announced our $1 billion reinvestment strategy last year, this is exactly the type of upgrade we envisioned for our supply chain. This new system will provide JCPenney with the best-in-class equipment and technologies to better support our associates and serve our customers.”

JCPenney’s reinvestment strategy includes enhancing its digital capabilities, in-store physical and technology upgrades, and supply chain optimization. Since last August, the company has also announced more than 100 store upgrades and its refreshed Rewards and Credit program. The improvements to the Reno distribution center represent the latest progress in streamlining supply chain operations and will help ensure customers are getting the service they deserve when ordering online through


JCPenney is the shopping destination for America’s diverse, working families. With inclusivity at its core, the Company’s product assortment meets customers’ everyday needs and helps them commemorate every special occasion with style, quality and value. JCPenney offers a broad portfolio of fashion, apparel, home, beauty and jewelry from national and private brands and provides personal services including salon, portrait and optical. The Company and its 50,000 associates worldwide serve customers where, when and how they want to shop – from to more than 650 stores in the U.S. and Puerto Rico.

In 2022, JCPenney celebrated 120 years as an iconic American brand by continuing its legacy of connecting with customers through shopping and community engagement. Please visit JCPenney’s Newsroom to learn more and follow JCPenney on FacebookInstagram, and Twitter.