Exhibit 99.1

         JCPENNEY ANNOUNCES NEW CAPITAL STRUCTURE REPOSITIONING PROGRAM

           $1 Billion Program Targeted for Equity and Debt Reductions

                      Company Declares May 2, 2005 Dividend



PLANO,  Texas,  March 18, 2005 - J. C. Penney  Company,  Inc.  (NYSE:JCP)  today
announced  that its Board of  Directors  has  approved a new $1 billion  capital
structure   repositioning  program.  The  new  program  is  to  be  funded  with
approximately  $600 million of free cash flow generated in 2004 and $400 million
previously  allocated to the early  retirement of the 7.4%  Debentures due 2037.
The 2037  Debentures  contained a put option that  expired  March 1, 2005,  with
virtually all of the debentures remaining outstanding.



The  program  consists  of $750  million of common  stock  repurchases  and $250
million of open-market debt repurchases,  and is expected to be completed by the
end of the year. As previously  disclosed,  the Company  expects to take pre-tax
charges of approximately $30 million, or $0.08 per share, during 2005 related to
the early retirement of debt,  which will continue to be reported  separately as
"bond premiums and unamortized costs."



Robert  Cavanaugh,  Executive Vice President and Chief  Financial  Officer said,
"The expansion of our capital  structure  repositioning  is made possible by the
Company's consistent operating improvement,  strong liquidity, and positive free
cash flow. This new program  reflects the confidence we have in our business and
further strengthens our financial profile."


The following  update pertains to the capital  structure  repositioning  program
announced in August 2004. As of March 17, 2005, the Company had repurchased 51.8
million shares of common stock for about $2 billion,  representing  about 68% of
the 2004 repurchase program.

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The Company will complete the August 2004 debt reduction program in May with the
maturity and payment of the $193 million 7.05% Note on May 23, 2005.



In  addition,  the  Company  announced  that its Board of  Directors  declared a
quarterly dividend of $0.125 per share on its common stock, payable May 2, 2005,
to the  Company's  stockholders  of record at the close of  business on April 8,
2005.




For further information, contact:

Investor Relations
- ------------------
Bob Johnson; (972) 431-2217; rvjohnso@jcpenney.com
Ed Merritt; (972) 431-8167;  emerritt@jcpenney.com

Public Relations
- -----------------
Quinton Crenshaw; (972) 431-5581; qcrensha@jcpenney.com
Tim Lyons; (972) 431-4834; tmlyons@jcpenney.com

About JCPenney
- ------------------

J. C. Penney Corporation,  Inc., the wholly-owned  operating subsidiary of J. C.
Penney Company, Inc., is one of America's largest department store, catalog, and
e-commerce retailers,  employing approximately 150,000 associates. As of January
29, 2005, J. C. Penney  Corporation,  Inc.  operated 1,017  JCPenney  department
stores  throughout the United States and Puerto Rico,  and 62 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, changes in
management,  and government activity.  Please refer to the company's most recent
Form  10-K  and  subsequent  filings  for a  further  discussion  of  risks  and
uncertainties.  Investors  should  take such  risks  into  account  when  making
investment  decisions.  We do not  undertake  to  update  these  forward-looking
statements as of any future date.


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