JC Penney's launches new creative "Mini-Boutique" ideas and partnership with Joe Fresh, fashion brand.

On Monday, the J.C. Penney's opened it's first new "Mini-Boutique" concept in New York City's Manhattan Mall. The retailer is planning to expand the "shops" concept with individual branded spaces to 100 stores. The retailer will later be expanded the "store" concept to over 1,100 stores by 2015 according to Ben Fay, J.C. Penney's executive V.P. of retail and store design.

"It's meant to be an immersive environment," said Fay. The "Boutiques" will have individual brands from Buffalo and Arizona Jeans and Levi's. The company plans to expand brand by September adding Izod shop and Liz Claiborne store.

Ron Johnson, the former Apple executive now the new CEO of J.C. Penney's hopes to customize unique shopping experiences for the new generation of customers, expanding the retail brand to a wider consumers.

Joe Fresh, American fashion brand announced today their partnership with J.C. Penney's. The Joe Fresh team will debut with women's apparel and accessories within JC Penny's "Boutique" concept store.

Joe Fresh brand, is Canada's largest apparel brand now expanding its exposure to U.S. consumers. The new partnership will include the launch of Joe Fresh Spring 2013 campaign which includes drsses, t-shirts, denim and silk blouses.

"We are extremely proud to partner with one of America's most iconic department stores, especially as they embark on a retail transformation headed by visionary CEO Ron Johnson," said Joe Mimran, Creative Director of the Joe Fresh brand for Loblaw Companies Limited.

This Fall over 683 of J.C. Penney's store will have "shops."