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J. C. Penney Company, Inc. Message Board

  • evendaypumper evendaypumper Apr 30, 2013 5:43 AM Flag

    J.C. Penney Gets Enough Lifeline to Hang Itself

    excerpt from MF article by Andrew Marder

    On Monday, J.C. Penney (NYSE: JCP ) confirmed that Goldman Sachs (NYSE: GS ) will lend money to just about anyone. The company opened a new $1.75 billion loan facility with Goldman, which it is hoping to use to help itself out since it's been burning through its available cash. The loan is secured against its real estate holdings, which many have pointed out are currently more valuable than the company itself ...

    Keeping the dream alive
    Even with that kind of spectacular failure behind it, Goldman Sachs decided that J.C. Penney was worth the risk -- or maybe it just thought the company was sure to fail and that it could get some cheap real estate. Either way, J.C. Penney now has some money to keep on slowly falling apart. The company's newest plan is to sell a range of jewelry at its Bijoux Bar, which is very similar to the its denim bar idea.

    The point is, J.C. Penney isn't doing anything new, and if it doesn't do something new, then it's just going to use up its new loan with no meaningful results. What Ullman needs to do is figure out what J.C. Penney's customers actually want.

    The bottom line
    J.C. Penney might have some more money to play with, but until it has some new ideas, I can't see any reason to invest. It spent plenty of money last year, and it got nowhere. Maybe Ullman has a trick up his sleeve, but it would have to be a massive one to make J.C. Penney anything other than mediocre -- which, admittedly, would still be a step up.

    Sentiment: Sell

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