JCPenney was founded in 1902  with one simple rule – to treat others as we would like to be treated. The Golden Rule was the name of our first store in Kemmerer, Wyoming, and it set the standard by which we have operated for more than 119 years.  The name of our stores has evolved, but  our focus on putting customers and associates at the heart of what we do remains unchanged.  JCPenney’s history is bound to the legacy of our founder, James Cash Penney, who established honor, courage, service, and cooperation as guiding principles in the life of a JCPenney associate.  These values have been at the forefront of our Company history and continue to guide us into the future. As one of the nation’s largest retailers of apparel, home, jewelry, and beauty merchandise, JCPenney has a portfolio of private and national brands of remarkable quality and exceptional value. Many of our private brands like Liz Claiborne®, Stafford®, okie dokie™, and Worthington™ are so well known that customers don’t realize they are exclusive to JCPenney!