J.C. Penney to Bring Back Its 'Big Book' Catalog

Kara Anderson of Peabody, Massachusetts looks through The Big Book catalog
Neal Hamberg/Bloomberg via Getty ImagesIn this 2004 photo, a customer looks through "The Big Book" catalog at a JCPenney store.

By Rama Venkat Raman

Department-store operator J.C. Penney (JCP) is bringing back its hefty print catalog five years after ditching it to focus on the web, The Wall Street Journal reported.

The retailer stopped mailing the "Big Book" catalog in 2009 and phased out its distribution of 70 smaller catalogs a year later, the Journal said.

The move is substantiated with data showing that many of its online sales were driven by what the shoppers saw in print, the newspaper said.

The new, 120-page book will present items from the company's home department and will be sent to select customers in March, the first time it has sent out a catalog since 2010, the report said.

J.C. Penney has been on the rebound this year after reversing an ill-fated attempt to move upmarket under former Chief Executive Officer Ron Johnson.

J.C. Penney couldn't immediately be reached for comment outside regular U.S. business hours.