J.C. Penney Targets Millennials With Return to the Appliance Business

J.C. Penney is targeting millennials who are entering the real estate market with the relaunch of its appliance business. The retailer announced Tuesday that it will introduce laundry and kitchen appliances to 22 pilot stores in San Diego, Tampa and San Antonio starting Feb. 1. The move is one of several the company is planning to improve sales in its home department. J.C. Penney is responding to the increasing number of millennials who are entering the real estate market, the retailer said in a release.