SECURITIES AND EXCHANGE COMMISSION
                             WASHINGTON, D.C. 20549

                                    ---------

                                    FORM 8-K

                                 CURRENT REPORT


                     PURSUANT TO SECTION 13 OR 15(d) OF THE
                       THE SECURITIES EXCHANGE ACT OF 1934

       Date of Report (Date of earliest event reported): October 27, 2004


                           J. C. PENNEY COMPANY, INC.
             (Exact name of registrant as specified in its charter)


Delaware                               1-15274                     26-0037077
(State or other jurisdiction      (Commission File No.)       (I.R.S. Employer
of incorporation )                                           Identification No.)


6501 Legacy Drive
Plano, Texas                                                     75024-3698
(Address of principal executive offices)                         (Zip code)




Registrant's telephone number, including area code:  (972) 431-1000

Check  the  appropriate  box  below  if the  Form  8-K  filing  is  intended  to
simultaneously  satisfy the filing obligation of the registrant under any of the
following provisions:

[ ] Written communications pursuant to Rule 425 under the Securities Act (17 CFR
    230.425)

[ ] Soliciting  material  pursuant to Rule 14a-12 under the Exchange Act (17 CFR
    240.14a-12)

[ ] Pre-commencement communications pursuant to Rule 14d-2(b) under the Exchange
    Act (17 CFR 240.14d-2(b))

[ ] Pre-commencement communications pursuant to Rule 13d-4(c) under the Exchange
    Act (17 CFR 240.13e-4(c))







Item 5.02(c),(d)  Departure  of Directors  or  Principal  Officers;  Election of
                  Directors; Appointment of Principal Officers



          On October 27, 2004,  the Board of Directors of J. C. Penney  Company,
     Inc.  ("Company")  elected  Myron E.  Ullman III to serve as the  Company's
     Chairman of the Board and Chief Executive Officer, effective on December 1,
     2004.

          Mr.  Ullman,  age 57,  served from 1992 to 1995 as Chairman  and Chief
     Executive  Officer  of R. H.  Macy & Co.,  Inc.  and  from  1988 to 1992 as
     Executive Vice President. From 1982 to 1986, Mr. Ullman served as Executive
     Vice President, Sanger Harris division, of Federated Department Stores, and
     from 1986 to 1988 served as Managing  Director and Chief Operating  Officer
     of Wharf  (Holdings)  Ltd.  From July 1999 to September  2001,  Mr.  Ullman
     served as Directeur General, Group Managing Director, of LVMH Moet Hennessy
     Louis Vuitton ("LVMH") (a global company producing luxury  products).  From
     1998 until  June 1999 Mr.  Ullman  served as  President  of LVMH  Selective
     Retail Group, and in 1997 served as Chairman and Chief Executive Officer of
     LVMH's DFS Group Limited.  Prior to that, Mr. Ullman served as Chairman and
     Chief  Executive  Officer of DFS Group,  Ltd. from 1995 to 1997. Mr. Ullman
     currently serves as a director of Polo Ralph Lauren Corporation,  Starbucks
     Coffee  Company,  Segway,  LLC,  Mercy Ships  International,  UCSF  Medical
     Center,  Lucille Packard  Foundation for Children's  Health,  and is on the
     Board of Advisors of Kendall Jackson Wine Estates, Ltd.


          Mr. Ullman will receive a base salary of $1,500,000, which amount will
     be reviewed by the Board of  Directors  annually.  He will be eligible  for
     annual profit incentive  compensation  under the J. C. Penney  Corporation,
     Inc. Management  Incentive  Compensation  Program,  with a target amount of
     100% of base salary  guaranteed  from December 1, 2004 through  January 31,
     2005.  Thereafter,  his target bonus is set at 100% of base salary,  with a
     maximum  potential  payout of 200% of base salary,  all such payouts  based
     upon  Company  performance.  The  Company  will issue to Mr.  Ullman at his
     starting  date  $3,000,000 in vested  restricted  stock units (based on the
     average market price of Company  Common Stock on October 27, 2004),  but if
     termination  is  voluntary  or for  retirement,  payable  six months  after
     separation from service or January 1, 2008,  whichever is later. Mr. Ullman
     will also receive  $6,000,000  of  restricted  stock at his  starting  date
     (based on the average  market price of JCPenney stock on October 27, 2004),
     vesting 20% per year beginning  December 1, 2005,  subject to employment on
     each vesting  date.  Mr.  Ullman will receive  long-term  incentive  awards
     commencing  with the fiscal year  beginning  February 1, 2006. The value of
     each award is up to  $6,000,000,  as  determined  in the  discretion of the
     Board of  Directors  annually,  based on  performance  measures  and  other
     criteria to be set by the Board.



Item 9.01 (c)   Financial Statement and Exhibits

     Exhibit 99 News Release dated October 27, 2004  announcing  the election of
     Myron E. Ullman III as Chairman and Chief Executive Officer of the Company.










                                   SIGNATURES

Pursuant  to the  requirements  of the  Securities  Exchange  Act of  1934,  the
registrant  has duly  caused  this  report  to be  signed  on its  behalf by the
undersigned hereunto duly authorized.

                                                  J. C. PENNEY COMPANY, INC.



                                                  By:  /s/ Jeffrey J. Vawrinek
                                                     ---------------------------
                                                     Jeffrey J. Vawrinek
                                                     Assistant Secretary




Date:  October 29, 2004







                                                                      Exhibit 99


                              JCPenney News Release

CONTACT
Carolyn Covey Morris            Eli Akresh                 Bob Johnson
Public Relations                Investor Relations         Investor Relations
(972) 431-4753                  (972) 431-2207             (972) 431-2217
ccovey1@jcpenney.com            eakresh@jcpenney.com       rvjohnso@jcpenney.com

             Myron (Mike) Ullman Named Chairman and CEO of JCPenney

                  Questrom to Step Down After Smooth Transition


PLANO, Texas,  October 27, 2004 -- Myron E. Ullman III has been named to succeed
Allen Questrom as chairman and chief executive  officer of J. C. Penney Company,
Inc. (NYSE:JCP). He will join the company on December 1, 2004.

"The Board has done an  outstanding  job in recruiting  Mike to join  JCPenney,"
said Mr.  Questrom.  "He has a superior record of success in retailing,  and has
demonstrated his effectiveness as a leader during his time at Macy's,  LVMH Moet
Hennessy Louis Vuitton,  and the DFS Group (Duty Free Shoppers).  I am delighted
that he will work with our strong  management  team and  associates  to continue
JCPenney's  growth and  success.  Mike will be a great asset to our  associates,
customers, and shareholders."

"JCPenney  is a  legendary  name in American  retailing,  and I am honored to be
joining this venerable  organization," said Mr. Ullman. "Having met with members
of  the  Board,  I am  enthusiastic  about  what  we  can  accomplish  together.
JCPenney's  management  team is extremely  strong,  and they have achieved great
success  during the past four years under Allen  Questrom's  leadership.  I look
forward to the opportunity to guide the company into the future."

The Board Search  Committee  was led by Vernon  Jordan Jr.,  JCPenney's  longest
serving  board  member with more than 30 years of service.  Heidrick & Struggles
assisted in the search.







Mr. Ullman is an experienced  leader,  with considerable  retail experience both
domestically  and  internationally.  During the past 15 years,  he has led major
businesses in the U.S. (R. H. Macy & Co. and DFS Group,  Ltd.),  Asia (the Wharf
Holdings) and, most recently, Europe (LVMH Moet Hennessy Louis Vuitton).

From 1992 to 1995, he was Chairman and Chief Executive Officer of New York-based
R. H. Macy & Co., Inc.,  one of the most prominent and largest  retailers in the
United States. He led Macy's through a sweeping  organizational,  cultural,  and
financial  transformation,  including  the  introduction  of new  merchandising,
distribution,  and  information  processes.  He became Macy's Chairman and Chief
Executive  Officer in April 1992,  several  months  after the company  filed for
bankruptcy  protection.  He guided the company through a complex  reorganization
and  revitalization  process that  culminated  in Macy's  merger with  Federated
Department Stores, Inc., in early 1995.

Mr. Ullman began his career with IBM as an international account manager.  After
serving as Vice President of Business  Affairs for the University of Cincinnati,
and a White House Fellow under  President  Ronald  Reagan,  he joined  Federated
where he later became Executive Vice President of the Sanger Harris Division. He
has also  served as  Managing  Director  and Chief  Operating  Officer  of Wharf
(Holdings), Ltd. in Hong Kong.

Mr.  Ullman serves as a director of Polo Ralph Lauren  Corp.,  Starbucks  Coffee
Company,  Taubman  Centers,  and  Segway,  LLC,  and he  serves  on the Board of
Advisors of Kendall  Jackson  Wine  Estates,  Ltd. He is also  chairman of Mercy
Ships  International.  He served as an independent  director and  Co-Chairman of
Global  Crossing as its Board  conducted  the special  investigation  of alleged
accounting irregularities.

Ullman  received  a  B.S.  in  Industrial  Management  from  the  University  of
Cincinnati in 1969.  He and his wife Cathy have six children and currently  live
in Montrose, Colorado. He is 57 years old.








     Senior management will host a live conference call and real-time webcast on
Thursday, October 28, 2004, beginning at 9:30 a.m. EDT. Access to the conference
call is open to the  general  public in a listen only mode.  Analysts  and media
will have the  opportunity  to ask  questions.  To access the  conference  call,
please dial  973-935-2035  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
5336820.  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.

     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.

                                      # # #






                        Fact Sheet on Myron (Mike) Ullman

Age: 57

Education: University of Cincinnati; B.S., Industrial Management

Professional Experience:

1997 to 2001     LVMH Moet Hennessey Louis Vuitton

     o    1999 Directeur General, Group Managing Director

     o    1998 President of LVMH Selective Retail Group

     o    1997 Chairman and Chief Executive Officer, DFS Group Limited

1995 to 1997     DFS Group LTD.
                 Chairman and Chief Executive Officer

1988 to 1995     R. H. Macy & Co., Inc.

     o    1992 Chairman and Chief Executive Officer

     o    1988 Executive Vice President

1986 to 1988     Wharf (Holdings) LTD.
                 Managing Director and Chief Operating Officer

1982 to 1986     Federated Department Stores
                 Executive Vice President, Sanger Harris division

1981 to 1982     The White House
                 White House Fellow under President Ronald Reagan
                 Executive Assistant to U.S. Trade Representative William E. 
                 Brock III

Corporate and Not-For-Profit Board Experience:

 Current:
 --------
 Polo Ralph Lauren Corp.*
 Starbucks Coffee Company
 Taubman Centers*
 Segway, LLC
 Kendall Jackson Wine Estates Ltd. (Board of Advisors)
 Mercy Ships International
 UCSF Medical Center (Chairman of Executive Board)
 Lucille Packard Foundation for Children's Health (Stanford Children's Hospital)

 Former:
 ------
 R. H. Macy & Co., Inc.
 Federated Department Stores
 LVMH Moet Hennessey Louis Vuitton, S.A.
 Wheelock Holdings & Wharf Holdings Limited
 DFS Group Limited
 Global Crossing (Co-Chairman)
 National Retail Federation
 St. Vincent's Hospital
 National MS Foundation
 Brunswick School
 Mother Love Orphanage (Hong Kong, Founding Director)


* Mr. Ullman intends to resign from this Board as he would no longer qualify as
an independent director.