but gains tens of thousands of NEW customers. The math just doesn't add up. The shops are too upscale for most of the country. The hinderlands just don't understand upscale presentation. The hot metro areas such as New York, Washington, Atlanta. Chicago, San Francisco would not step into a JCP as the malls the top consumers shop in rarely have a JCP. For instance Bodum is done very well at a Crate & Barrel. A great home textile presentation in done very well by Bloomingdales at the very high end and by Bed, Bath & Beyond at the mid points. JCP just misses all around. As in most real estate, it's location, location, location.