Celebrating 150 Years of J.C. Penney

J.C. Penney at 150

This year marks the 150th birthday of James Cash “J. C.” Penney, a Missouri farm boy who became a shopkeeper in Wyoming and built one of America’s most enduring department store chains. UW Libraries is honoring his legacy with a special exhibit on Level 3 of Coe Library, now on view until October 15.

Penney’s story began in 1902 when he opened a small Golden Rule store in Kemmerer, Wyoming. Guided by his belief in treating customers the way he would want to be treated, Penney expanded that single storefront into over 1,700 JCPenney stores across the country. His Golden Rule approach distinguished him in the retail world, focusing on fairness, honesty, and community trust.

Although he became a household name nationwide, Penney always held Wyoming close to his heart. He was a cattleman, an honorary University of Wyoming graduate, and, in many ways, an embodiment of the American West. His life demonstrated resilience—after facing financial struggles during the Great Depression, he rebuilt his fortune while staying true to the principles that shaped his company.

The exhibit includes more than fifty historic photographs of Penney and his Wyoming stores, along with memorabilia from the former Laramie JCPenney location and items from UW Libraries’ Special Collections. These artifacts collectively tell the story of how a Wyoming merchant’s Golden Rule philosophy became a key part of American retail.

The JCPenney at 150 exhibit is free and open to the public until October 15. Visit Level 3 of Coe Library to explore the history of a man, a company, and a philosophy that still resonates today.