Hallmark and J.C. Penney could expand ‘card shop in a store’ concept

A “shop within a store” concept, tested beginning last year by Hallmark Cards and J.C. Penney, is likely to expand this year.

The pilot project in 15 J.C. Penney stores around the country, including the one at Oak Park Mall in Overland Park, satisfied the department store chain, which expects to announce a larger rollout.

Hallmark said it wasn’t ready to make a definitive announcement yet.

The concept puts 500-square-foot Hallmark shops, selling cards and gift wrapping supplies within the department stores. J.C. Penney had already put Sephora and Disney shops within selected stores, and it had approached Hallmark about a similar opportunity.

Hallmark sells its products in a variety of display configurations in more than 30,000 stores around the country, including department stores, drugstores, bookstores and its Gold Crown stores.

This story was originally published January 23, 2015 at 12:31 PM with the headline "Hallmark and J.C. Penney could expand ‘card shop in a store’ concept."