Exhibit 99.2





                              JCPenney News Release

<table>
<c>                             <c>                          <c>                       <c>
CONTACT
Tim Lyons                   Quinton Crenshaw              Eli Akresh              Bob Johnson
Public Relations            Public Relations              Investor Relations      Investor Relations
(972) 431-4834              (972) 431-5581                (972) 431-2207          (972) 431-2217
tmlyons@jcpenney.com        qcrensha@jcpenney.com         eakresh@jcpenney.com     rvjohnso@jcpenney.com
- --------------------        ---------------------         --------------------     ---------------------
</table>




         JCPENNEY OUTLINES $8 BILLION EQUITY AND DEBT REDUCTION PROGRAM

                Company Commits $3.5 Billion in Eckerd Proceeds
                       and $1.1 Billion of Existing Cash

  July Sales Exceed Plan and Management Raises Second Quarter Earnings Guidance


     PLANO, Texas, August 2, 2004 - J. C. Penney Company,  Inc. (NYSE:JCP) today
announced  its  plan  for the  implementation  of a major  repositioning  of its
capital structure. This program, which will utilize the entire net cash proceeds
of approximately  $3.5 billion from the sale of Eckerd drugstore  operations and
$1.1 billion of existing cash balances, consists of:

     o    Up to $3.0 billion for share repurchases, including up to $650 million
          contingent  on  the   conversion  of  the  Company's  5%   Convertible
          Subordinated Notes Due 2008 to common shares,

     o    $2.3 billion for the reduction of outstanding debt, and a

     o    $3.4  billion  elimination  of  the  present  value  of  Eckerd  lease
          obligations.

     Allen Questrom,  Chairman and Chief Executive Officer said, "Our management
team  continues  to  focus  on  improving  the  customer  experience  as well as
operating  performance.  The steps we are taking today reflect the confidence we
have in our business and our commitment to further enhance shareholder value."

     Robert  Cavanaugh,  Executive  Vice President and Chief  Financial  Officer
said,  "The  repositioning  of JCPenney's  capital  structure  demonstrates  our
financial strength and significantly  enhances our credit profile. This program,
coupled with the strong sales and earnings  trends seen in the first half of the
year,  moves us one step closer to  restoring  the Company to  investment  grade
credit ratings."




     The  Company's  capital   structure   repositioning  is  comprised  of  the
following:

     o    Common Stock Repurchases (Up to $3.0 billion):  The Company's Board of
          -----------------------------------------------
          Directors has  authorized a common stock  repurchase  program of $2.35
          billion,  and up to an  additional  $650 million of stock  repurchases
          contingent  upon the  conversion  of the Company's  convertible  debt.
          Assuming the closing  stock price on Friday,  July 30, 2004 of $40.00,
          the  Company  could  repurchase  up to 75 million  common  shares,  or
          approximately 23 percent of its current diluted shares.

          The shares are expected to be acquired as soon as practicable  through
          open market purchases and privately negotiated transactions,  with all
          shares currently expected to be repurchased within the next nine to 12
          months.  The actual number and the timing of share repurchases will be
          subject to market  conditions and applicable SEC rules.  Credit Suisse
          First Boston has been retained to administer the program.

     o    Convertible  Debt ($650 million - reflected in both share  repurchases
          ----------------------------------------------------------------------
          and debt reductions):  The Company currently  anticipates that it will
          ---------------------
          exercise the October 2004 call provision of its $650 million aggregate
          principal  amount of convertible  debt, which is convertible into 22.8
          million  common  shares.  If the  Company's  stock price  continues to
          exceed the conversion price, it is expected that virtually all holders
          of such notes will convert to common shares.

     o    Debt Reductions ($2.3 billion):  The Company's debt reduction  program
          --------------------------------
          consists of the  retirement  of $2.3 billion of debt in 2004 and 2005.
          These  debt  reductions  include  the  anticipated  conversion  of the
          convertible debt, early retirements of long-term debt, the termination
          of the off-balance sheet Eckerd  receivables  securitization  program,
          and normal  long-term debt maturities (see attached  schedule).  Early
          retirements  are  expected  to occur  in the  third  quarter  of 2004,
          principally through the exercise of call and sinking fund provisions.

                                                                               2



          The  Company  expects to incur  approximately  $50  million of pre-tax
          charges in the third quarter related to the early  retirement of debt.
          These  one-time  charges  will be recorded as a separate  component of
          income from continuing operations.

     o    Eckerd Lease  Obligations  ($3.4  billion):  The  purchasers of Eckerd
          -------------------------------------------
          assumed  real  property   lease   obligations  as  part  of  the  sale
          transaction.  Consequently, the Company eliminated $3.4 billion of the
          present  value of  off-balance  sheet lease  obligations,  principally
          related to Eckerd store leases.

Preferred Stock Redemption
- --------------------------

     The Company has elected to redeem its outstanding  preferred shares, all of
which are held in its 401(k) savings plan.  Preferred shares, which are included
in  the  diluted  earnings  per  share  calculation,   will  be  converted  into
approximately  10 million  common shares.  The  conversion of preferred  shares,
which  will  occur  in  August  2004,   will  reduce  annual  net  dividends  by
approximately $11 million, after tax.

Interest Expense
- -----------------

     Based on the above actions, interest expense is expected to be in the range
of $80  million  to $85  million  in the third  quarter  and $70  million to $75
million in the fourth quarter. These amounts exclude the $50 million of one-time
charges related to early debt retirements.

Diluted Shares and Weighted Average Share Counts
- --------------------------------------------------

     If a repurchase  of 75 million  shares is  accomplished,  the Company would
have  approximately  253  million  diluted  shares  at the end of this  program,
compared with 320 million  diluted shares  currently.  The components of diluted
shares and the  expected  impact on  weighted  average  shares  used for diluted
earnings per share calculations are shown on the attached schedule.

                                                                               3


July Sales and Second Quarter Earnings Guidance
- -----------------------------------------------

     Sales for the four weeks ended July 31, 2004 were above expectations,  with
a good customer  response to early back to school marketing  events.  Comparable
department store sales increased 8.1 percent for the period and Catalog/Internet
sales  decreased 1.1 percent,  with Internet sales  increasing  over 30 percent.
Because the Company is providing July sales information as part of this release,
the July sales  release  scheduled  for  August 5, 2004 will not be issued  (see
attached sales table).

     Based on strong sales,  coupled with  continued  improvement  in both gross
margin and  Catalog/Internet's  profit  contribution,  management has raised its
guidance for second quarter earnings from continuing  operations to the range of
$0.21 to $0.23 per share.


Financial Repositioning Conference Call - August 2, 2004
- ---------------------------------------------------------

     JCPenney  Executive  Vice  President  and Chief  Financial  Officer  Robert
Cavanaugh  will host a live  conference  call and  real-time  webcast on Monday,
August 2, 2004,  beginning at 2:00 p.m. EDT.  Access to the  conference  call is
open to the press  and  general  public in a listen  only  mode.  To access  the
conference call, please dial 973-935-8511 and reference the JCPenney  Conference
Call.  The  telephone   playback  will  be  available  for  two  days  beginning
approximately   two  hours  after  the   conclusion   of  the  call  by  dialing
973-341-3080,  pin code 4956329. The live webcast may be accessed via JCPenney's
Investor  Relations  website  (at  JCPenney.net),  or on  StreetEvents.com  (for
members) and FullDisclosure.com (for media and individual investors). Replays of
the webcast will be available for up to 90 days after the event.


Second Quarter Earnings Conference Call - August 17, 2004
- ---------------------------------------------------------

     Senior management will host a live conference call and real-time webcast on
Tuesday,  August 17, 2004,  beginning at 9:30 a.m. EDT. Access to the conference
call is open to the press and general  public in a listen  only mode.  To access
the  conference  call,  please dial  973-935-2035  and  reference  the  JCPenney
Quarterly Earnings Conference Call. The telephone playback will be available for
two days beginning  approximately  two hours after the conclusion of the call by
dialing  973-341-3080,  pin code  4323458.  The live webcast may be accessed via
JCPenney's


                                                                               4
<page>

Investor Relations page (JCPenney.net), or on StreetEvents.com (for members) and
FullDisclosure.com (for media and individual investors).  Replays of the webcast
will be available for up to 90 days after the event.


     J. C. Penney Corporation,  Inc., the wholly-owned  operating  subsidiary of
the  Company,  is  one of  America's  largest  department  store,  catalog,  and
e-commerce retailers, employing approximately 150,000 associates. As of July 31,
2004, J. C. Penney  Corporation,  Inc. operated 1,018 JCPenney department stores
throughout the United States and Puerto Rico, and 60 Renner department stores in
Brazil. JCPenney Catalog,  including e-commerce, is the nation's largest catalog
merchant of general merchandise,  and JCPenney.com is one of the largest apparel
and home furnishings sites on the Internet. J. C. Penney Corporation,  Inc. is a
contributor to JCPenney Afterschool Fund, a charitable organization committed to
providing  children with high quality  after school  programs to help them reach
their full potential.

     This release may contain  forward-looking  statements within the meaning of
the  Private  Securities  Litigation  Reform Act of 1995.  Such  forward-looking
statements,  which  reflect the  Company's  current  views of future  events and
financial  performance,  involve known and unknown risks and uncertainties  that
may cause the Company's  actual results to be materially  different from planned
or expected results.  Those risks and uncertainties include, but are not limited
to,  competition,   consumer  demand,  seasonality,   economic  conditions,  and
government  activity.  Investors should take such risks into account when making
investment decisions. In addition, non-GAAP terms referenced, such as EBITDA and
free cash flow, are defined and presented in the Company's 2003 Annual Report on
Form 10-K.

                                      # # #
                                                                               5
<page>

 J. C. Penney Company, Inc.
 Capital Structure Repositioning Recap


Share Repurchase Program - Diluted Shares
Share Counts (in millions)
- ----------------------------
<table>
<c>                                             <c>             <c>             <c>             <c>                  <c>

                                                                                            Dilutive Effect
                                                Outstanding                                  of Unexercised         Total
                                                Common         Convertible    Preferred     Employee Stock         Diluted
                                                Shares            Debt          Shares         Options             Shares





Balance as of 7/31/04                              284             23            10               3                  320
Call Convertible Debt (Convert to Shares)          23             (23)           -                -                  -
$3B Share Repurchase  (1)                         (75)             -             -                -                 (75)
Preferred Stock Redemption                         10              -            (10)              -                  -
Expected exercise of options  (2)                  8               -             -                -                  8
                                                ---------------------------------------------------------       ---------
Estimated balance at end of program                250             -             -                3                  253
                                                =========================================================       =========
</table>

(1)  75 million shares  represent share  repurchases at the closing market price
     on July 30, 2004 of $40.00.  The actual  number of shares  repurchased  may
     vary. The Company plans periodic  informational updates as to the number of
     shares repurchased through the program

(2)  Estimated  number of shares  to be  issued  as a result of  employee  stock
     options exercised from July 30, 2004 to the end of this program.

Diluted Share Counts
- --------------------

Weighted average share counts used for diluted EPS calculations are dependent on
the actual  number  and timing of share  repurchases  during  the  program.  The
Company estimates the following  weighted average diluted shares for the balance
of 2004:

 3rd Quarter           305 million to 315 million shares
 4th Quarter           285 million to 295 million shares
 Full Year             300 million to 310 million shares


The above  diluted  share  counts  include the  dilutive  effect of  unexercised
"in-the-money" stock options of approximately 3 to 5 million shares.
<page>

J. C. Penney Company, Inc.
Capital Structure Repositioning Recap


Debt Retirements
($ in millions)

 1Q 2004 Outstanding LTD                                    $ 5,356
 Off-balance sheet Securitized Eckerd Receivables             221
                                                            ---------
 Total Debt - May 1, 2004                                     5,577


2004 Retirements:
- ------------------
Eckerd Securitized Receivables                               (221) Paid May 2004
7.375% Notes Due 6/15/04                                    (208) Paid June 2004
9.750% Sinking Fund Payments Due 6/15/04 (1)                 (25) Paid June 2004
8.250% Sinking Fund Payments Due 8/15/04 (1)                 (38)
5.000% Convertible Subordinated Notes Due 2008               (650)       Call
6.000% OID Debentures Due 2006 (effective yield of 13.2%)(2) (200)       Call
9.750% Sinking Fund Notes Due 2021  (3)                      (92)       Call
8.250% Sinking Fund Notes Due 2022  (4)                      (158)       Call
Open Market Purchases of other debt  (5)                     (100)
                                                           ----------
Total 2004 Retirements                                       (1,692)
                                                           ----------
        Year End 2004 LTD Balance                             3,885

2005 Retirements:
- -----------------
 7.050% Notes Due 5/23/05                                    (193)
 7.400% Notes Due 2037, Putable 4/1/05                       (400)
                                                           --------
 Total 2005 Retirements                                      (593)

Total 2004 and 2005 Debt Retirements                       $ (2,285)
                                                          -----------
         Estimated LTD balance at end of program            $ 3,292
                                                          ===========

(1)  Includes both mandatory and optional sinking fund payments.

(2)  To be redeemed on  September 1, 2004 at par,  plus accrued  interest to the
     date of redemption.

(3)  To be  redeemed on  September  1, 2004 at a price of 103.2%,  plus  accrued
     interest to the date of redemption.

(4)  To be redeemed on September  1, 2004 at a price of  103.096%,  plus accrued
     interest to the date of redemption.

(5)  The Board of Directors has authorized  open market  purchases of up to $200
     million.

<page>

J. C. Penney Company, Inc.
July 2004 Sales

<table>

<c>                                             <c>                    <c>                      <c>                     <c>

                                                  Preliminary Sales Summary
                                                        ($ in millions)

                                                         Period Ended                                % Increase/(Decrease)
                                                ------------------------------                  ---------------------------------
                                                   July 31,         July 26,                                          Comparable
                                                    2004             2003                        All Stores            Stores
                                                --------------   -------------                  ------------         ------------
 4 Weeks
 Department Stores                                  $ 1,005            $ 928                        8.3                 8.1
 Catalog/Internet                                     175              177                         (1.1)
                                                 --------------   -------------
 Total                                              $ 1,180          $ 1,105                        6.8

13 Weeks
 Department Stores                                  $ 3,304          $ 3,084                        7.1                 7.1
 Catalog/Internet                                     552              561                         (1.6)
                                                 --------------   -------------
 Total                                              $ 3,856          $ 3,645                        5.8

26 Weeks
 Department Stores                                  $ 6,713          $ 6,208                        8.1                 8.3
 Catalog/Internet                                     1,177            1,148                        2.5
                                                 --------------   -------------
 Total                                              $ 7,890          $ 7,356                        7.3

</table>

 Internet Sales
- ----------------

Internet  sales,  which are  included in  Catalog/Internet  sales,  increased in
excess of 30% for the 4 and 13 weeks and about 40% for the 26 weeks  ended  July
31, 2004, respectively.

August Sales Expectations
- --------------------------

The Company expects both comparable department store and Catalog/Internet  sales
to increase low single digits in the August period.