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That year, the company adopted the JCPenney style in advertising. [16] and its revenues reached $5 billion (equivalent to $38.8 billion in 2025) for the first time and catalog business made a profit for the first time. [17] JCPenney reached its peak number of stores in 1973, with 2,053 stores, 300 of which were full-line establishments. [17]
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The Aldo Group and JCPenney announced the launch of the Call It Spring brand, which would sell as a shop-in-shop concept in JCPenney stores across the United States. The Call It Spring concept was expected to be in 600 JCPenney stores by the fall of 2011 and JCPenney would be the only department store retailer of the brand. [10]