The Foundry Big & Tall Supply Co., Dallas

J.C. Penney has taken the wraps off its new retail concept, The Foundry Big & Tall Supply Co., opening the first location in Dallas. With the  first 10 stores due to open in the Dallas and Kansas City, Mo., markets by the end of May, J.C. Penney plans to expand concept nationwide to 100 stores by 2013, reaching a total of 300 stores over the next five years.

Averaging 5,000-sq.-ft., The Foundry offers a hip, unpretentious environment with flat-screen TVs tuned to sports, an oversized poker table and comfortable seating.

Inspired by the look of a microbrewery, The Foundry has an urban, industrial design with concrete and wood flooring, brick walls, exposed ceilings, modern lighting, and steel and wood fixtures. From the porch entry to the game room lounge to the large copper tanks that serve as the fitting rooms, the stores are designed to make their target audience feel comfortable.