J. C. Penney opened his first store, on April 14, 1902. The store was named "Golden Rule", reflecting Penney's philosophy of treating his customers fairly and with honesty. Located in Kemmerer, Wyoming, it provided the foundation for the J.C Penney brand which was incorporated in 1913 after he bought out his two partners.
JCPenney filed for Chapter 11 bankruptcy in May 2020 due to unsustainable debt, declining mall traffic, intense e-commerce competition, and pandemic-related closures. Its failure to adapt to modern retail trends led to dwindling sales. The company was purchased by Simon Property Group and Brookfield Asset Management, and continues to operate.As of April 2026, it has over 640 stores across the U.S. and Puerto Rico.