JCPenney keeps honing off-mall prototype.

BURLESON, TEXAS -- JCPenney opened its newest three off-mall prototype stores earlier this month, bringing the total to seven and representing the latest learning from a smaller format that the retailer began experimenting with a year ago.

Though one store opened in Burleson, Texas, did not differ substantially from the initial off-mall store in Cedar Hill, Texas, it did represent some fine-tuning that has taken place over the past year. New fashion-oriented decor was added in the salon, for example, while end walls that transitioned between major departments were developed to showcase hot gift ideas. More lighting brightened the store.

"As we go forward, …