Snaring another executive from Apple Inc., J.C. Penney Co. Inc. has named Benjamin Fay executive vice president over real estate, store design and development, a key appointment considering the chain’s plan to recast its selling floors into a mix of “stores, shops and boutiques.”

Stores will be 2,000 square feet or more for the likes of Sephora and Martha Stewart; shops, with at least 500 square feet, will be single-brand statements such as MNG by Mango or Arizona, and boutiques, with at least 300 square feet, will be multibrand statements such as for denim or swimwear. Penney’s also plans to recast its main aisles into “The Street,” directing shoppers to brand presentations with fun, engaging things, and the center core will be transformed into “The Square,” for services, product demos and other nonselling features.

Fay, 40, was Apple’s senior director of retail real estate, design and development, and upheld Apple’s clean brick-and-mortar aesthetic. Earlier, Fay worked at Gensler on the Apple account. At Penney’s, he reports to chief executive officer Ron Johnson, who orchestrated Apple’s retail rollout until becoming Penney’s ceo in the fall. Johnson, who worked with Fay for 12 years at Apple, said, “His design influence has made the Apple stores highly regarded retail destinations around the world.”


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Also, John Singleton was named executive vice president, chief supply chain officer, overseeing transportation and distribution networks. He is charged with simplifying the supply chain so it’s more efficient. He previously worked at Abercrombie & Fitch Co. and AnnTaylor Stores Corp. He reports to Penney’s chief operating officer Mike Kramer.

Kristin Hays, 41, has been promoted to senior vice president, communications. Hays joined Penney’s in 2002 as a litigation attorney and was most recently vice president of investor relations. Hays reports to Michael Francis, president. As a result of the change in Penney’s communications team, Darcie Brossart has left the company and her position was eliminated. Fay and Singleton moved into newly formed positions and therefore do not replace any individuals at the company.

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