JCPenney is a department-based retail store. The company sells family apparel, jewelry, shoes, accessories and home furnishings to customers through department stores, catalogs and the Internet. In addition, the store also offers a salon, optical, portrait studio and custom home decorating. JCPenney operates more than 1,000 stores in numerous United States and Puerto Rico, including Rice Lake, Wis. Most JCPenney stores are located at regional malls. The company began in 1902 when James Cash Penney opened his first retail store, called the Golden Rule Store, in the mining town of Kemmerer, Wyo.