By  on July 24, 2012

NEW YORK — J.C. Penney Co. Inc.’s concerted effort to blur the lines between department and specialty store begins now.

The chain — which has simplified its pricing structure by eliminating coupons and is overhauling its marketing message — unveiled the first of its new branded shops-in-shop Monday, pushing chief executive officer Ron Johnson’s transformation of the retailer into the next phase.

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