This just in: J.C. Penney's first Manhattan store at the Manhattan Mall near Herald Square is having a soft opening tomorrow (July 23)!

The official unveiling is slated for July 31, but we just got word from Merianne Roth, J.C. Penney's Director of Brand Publicity, that new locale is ready to go and will be open to shoppers tomorrow from 9 A.M. to 9:30 P.M.

This is the affordable retailer's first foray into New York City proper. Currently there are other stores in Queens and the Bronx that are among the company's top revenue generators.

Roth says that the 153,000 sq. ft., two-level Manhattan Mall store has a staff of about 500 (way to stimulate the economy!) and stock will be replenished daily.

For the store's product selection, Karolyn Wangstad, the Vice President of Trend for the company, adds, "the store will carry the same lines as other J.C. Penney's."

Shoppers can expect to save a penny or two (pun intended) on signature J.C. Penney lines such as American Living (which was developed by Polo Ralph Lauren's Global Brand Concepts), Arizona and Ambrielle lingerie, and the company's designer collaborations -- namely "Allen B." by Allen Schwartz and "I 'Heart' Ronson" by Charlotte Ronson. The Manhattan branch will also feature a shop-in-shop Sephora.

There are a variety of events scheduled for the opening at the end of the month, including "doorbuster" sales intended to lure customers, and guest appearances from everyone from Mayor Michael Bloomberg to celebrity stylist Jorge Ramon.

Manhattan has just gotten a lot more affordable!