PLANO, Texas (August 17, 2026) – You walk into a store, hopes high, only to walk out disappointed. You saw a shirt you loved, but couldn’t find it in your size. Or worse, you settle and buy something that didn’t quite fit to avoid leaving empty-handed. Trust us, we’ve all been there. But we’re letting you in on a secret – you don’t need to settle to get the best deal. That’s why JCPenney is inviting you to discover a better way to shop. So breathe in, accepting your worthiness to find great style and quality at a real value. And breathe out, releasing all of those retail regrets. Your mantra will soon be yes, JCPenney. Welcome to your Retail Rejuvenation. STEP 1: SEEING IS BELIEVING We get it; it seems almost impossible that there’s a store out there that delivers fashion that great, and prices that good, in sizes and quantities you actually need. You want proof. So, don’t just take our word for it. We invited six real value shoppers to a Retail Rejuvenation Retreat to start healing those bad shopping habits – from clothing cleanses to mindset mantras – and see the light at JCPenney. Watch here . We didn’t stop there. We polled America. In a recent survey of discount shoppers, JCPenney found 88% said it’s actually easy to shop at JCPenney, 76% said they find what they came for – in their size – and 77% already feel that peace of mind when they walk through our doors. * Another 87% of budget conscious customers agreed their “ visit to JCPenney is worth my time ,” and 92% confidently said, “ I got a good deal ” at JCPenney. ** Everyone deserves a yes, at JCPenney. You deserve it. Now let’s get started. STEP 2: REGRET RELEASE – Let it Go You know that purchase in your closet that still has the tags on it? The one you told yourself was good enough, but it really wasn’t? Time for a trade-up. JCPenney is turning those regrets into a reward – because we know it’s only a deal if you actually use it. From August 28–30, bring any retail regret to a JCPenney store nationwide and trade it in for $15 off a $50 purchase. No shame. No judgment. Just a fresh start. We’ll even turn your regret into someone else’s treasure: items will be donated through Good360 . Doesn’t it feel better to release it, knowing it will go to someone who actually needs it? Now that’s healing. STEP 3: CLOTHING CLEANSE – Be the Change You may be wondering, what does shopping actually look like when it’s curated, consistent and without compromise?

Visualize it with me: You walk in and find this season’s styles from brands you trust – Nike. Levi’s. Frye & Co. You discover exclusive pieces from coveted private brands – John’s Bay. Arizona. Liz Claiborne. Stafford. And you walk out with exactly what you were looking for, in your size, good quality and at a real value. Now wouldn’t that make you say yes to JCPenney? It’s time to give yourself permission to stop accepting tradeoffs and start shopping with confidence…because you deserve it. STEP 4: FIND YOURSELF (AT JCPENNEY) – The Full Experience This is where the healing really happens. Because what other retailer has one of the largest salon networks with expert stylists, alongside more than 250 top beauty brands – like Smashbox, TooFaced, OLAPLEX; Fine jewelry including lab-grown diamonds priced 60–85% less than mined; An extensive home assortment from top brands like Martha Stewart, Ninja and Cuisinart; AND the iconic portrait studio…all under one roof? Oh, and at the prices you deserve? It’s only JCPenney. Full stop. And 86% of you already know you can find what you need across multiple categories in one trip. * Now that sounds like time well spent. “Here’s what we know about you,” said Marisa Thalberg, executive vice president, chief customer and marketing officer for Catalyst Brands. “You don’t want less. You want better for less. Better quality. Better brands. Better experience. Better value. Not because you’re asking too much, but because you’re asking for what we happen to believe every American deserves. Consider this our invitation to discover that style, quality and value really can exist together, without tradeoffs. You just may not have thought that the answer to it is JCPenney. Yes, JCPenney.” Discover your nearest JCPenney to take your first step toward a better way to shop. Learn more at jcp.com/retailrejuvenation . Now say it with me…“yes, JCPenney.” * Source: JCPenney fielded an online survey of 733 U.S. consumers that shop JCPenney or off-price retailers aged 18-64 between April 23 and May 5, 2026. *500 GenPop + 233 JCPenney Insiders **Source: JCPenney fielded an online survey of 1235 U.S. consumers that shop JCPenney or off-price retailers aged 25 – 74 between August 3 and August 10, 2026. About JCPenney JCPenney, part of Catalyst Brands , 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 jcp.com to more than 600 stores in the U.S. and Puerto Rico. JCPenney Rewrites Fashion for All by Introducing The Other September Issue Look the Part, Land the Part – JCPenney’s Nationwide Suit Up Event Starts Sept. 17 The Reality of Back-to-School Shopping and How Families are Turning to JCPenney for a One-Stop Solution: Save Like an Insider Download Images