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![Today, most J. C. Penney stores are located in suburban shopping malls. Previously, most stores were located in downtown areas. As shopping malls became more popular in the latter half of the 20th century, J. C. Penney followed the trend by relocating its stores to anchor the malls. In more recent years, the chain has continued to follow consumer traffic, echoing the retailing trend of opening some standalone stores, including some next door to competitors. Certain stores are located in power centers and can be considered big-box stores. The company has been an Internet retailer since 1998. Increased competition from big box retailers like Wal-Mart, Target and Kmart have forced J. C. Penney to focus on private brands such as St. John's Bay, Worthington, and Arizona Jean Company.[citation needed] It has streamlined its catalog and distribution while undergoing renovation improvements at store level.In 2007, J. C. Penney launched the Ambrielle lingerie label, and it became their largest private brand launched in J. C. Penney history. J.C. Penney also re-introduced cosmetics with the opening of Sephora stores-within-a-store inside some J. C. Penney locations. Beginning in 2007 the store slogan changed from It's All Inside to Every Day Matters; the new slogan and associated ad campaign was launched in television commercials during the 79th Academy Awards in late February 2007.After J. C. Penney sold off Eckerd in 2004, the locations that continued to operate as Eckerd (some locations in the Southern U.S. were sold to CVS Corporation) still had J. C. Penney Catalog Centers inside the stores (which was a carryover from locations that were once Thrift Drug) and also continued to accept J. C. Penney credit cards. After Rite Aid finalized its acquisition of Eckerd in 2007, the Catalog Centers inside the soon-to-be-converted Eckerd stores permanently closed, although as a result of the acquisition, Rite Aid now accepts J. C. Penney credit cards, even at Rite Aid locations that existed before the takeover of Eckerd.In November 2007, the company launched a new public website JCPenneyBrands.com, which covers the company's private and exclusive brands, and their branding strategy, with a preview of an upcoming product line.](images/Click%20Banner.gif "Makeup, Cosmetics, Bath and Body, Jewelry, Skincare, Haircare, Fragrance, Fashion, Gifts")
