Sarah Holland

J.C. Penney and Hallmark have decided they have a match. Last fall, the two companies tested 500-square-foot shops selling cards, gifts, gift wrap and bags in 15 Penney stores. The companies expect to move ahead with the collaboration and open more Hallmark shops in Penney stores later this year. "Our Hallmark pilot has gone well and we will be exploring additional Hallmark shops inside J.C.Penney later this spring," said Penney spokeswoman Sarah Holland.