In the past, JCPenny.com has stocked cribs, high chairs, strollers and car seats. The new initiative will bring the aforementioned items as well as bottles, pacifiers, diaper bags, bouncer seats and brands including Avent, Graco, Fisher Price and more to brick and mortar. “The baby care business is expected to reach over $13 billion by 2021, and we are seizing this opportunity to pursue available market share and aggressively go after the baby customer with these new shops,” says James Starke, senior vice president and head of merchandising, JCPenney. “We’ve strategically chosen these 500 JCPenney locations because the majority of the stores are near a specialty baby retailer that has recently closed its doors.”New stores will sport updated graphics with signs located near baby apparel, which will feature an expanded line of Carter's clothing and Gerber playwear and sleepwear. JCPenny’s Okie Dokie brand will offer new area and home décor. Items including car seats, strollers, swing or activity center, cribs and more will be available to take home on the same day while other stores will offer direct shipping.