Currently, most analysts covering JCPenney (JCP) stock recommend “hold.” Of the 18 analysts tracking the stock on May 10, 16 (84%) recommended “hold,” one recommended “buy,” and two recommended “sell.”
JCPenney is enhancing its business in several categories beyond apparel, especially its beauty and home businesses. Within its beauty business, the company is seeking to expand its in-store Sephora locations and revamp its salon business. JCPenney plans to add 30 more Sephora locations within its stores in fiscal 2018, reaching 670 Sephora shops by the end of the fiscal year. The company plans to rebrand and remodel an additional 100 salons to The Salon by InStyle brand in fiscal 2018.
The company plans to enhance its home merchandise in the appliance, mattress, and furniture categories, and is working to improve its women’s apparel business by focusing on the activewear, dress, contemporary, and casual sportswear categories.
12-month price target
On May 9, Susquehanna lowered its price target for JCPenney stock to $3.00 from $3.50. As of May 10, the 12-month price target for JCPenney stock was $3.88, reflecting an upside potential of 35%. As mentioned earlier in this series, JCPenney stock had fallen 9.5% this year as of May 10. The stock’s 12-month price target will likely be revised following the company posting its fiscal 1Q18 results on May 17.