J.C. Penney launches new in-house brands for spring

By

Jennifer Braun

Published
Mar 26, 2021

J.C. Penney announced on Thursday the launch of new merchandise offerings across all categories for spring including the introduction of new in-house brands, as well as leading national brands.

“There is a constant drive to refresh our brands to keep up with the changing needs of our customers,” said Michelle Wlazlo, executive vice president and chief merchant. 

“Whether it be preparing their home for special celebrations, getting ready for a long-anticipated vacation, or safely reconnecting with family and friends, J.C Penney has everything to help our customers stylishly return to their favorite activities this season.”

The retailer is introducing three new swim brands, – Mynah, Decree, and Sonnet Shores – with each collection focused on quality and functional comfort. Next, the retailer will introduce new apparel from leading national brands Champion and Puma, as well as activewear from J.C Penney’s exclusive Xersion brand. 

For customers looking to get back to dressing up, Worthington and Stafford collections will offer classic dress essentials, while the recently revamped Liz Claiborne collection – sold exclusively at J.C. Penney since 2009 – will equally offer new arrivals for spring. 

For the home, Liz Claiborne home assortment will offer a selection of functional décor with timeless designs and the Linden Street collection of artisan style towels and sheets will be amplified with the addition of décor, including dinnerware, serveware, and table linens. The retailer also recently launched home brand Fieldcrest with plans to continue to strengthen its home merchandise assortment, including with a new modern home brand coming next month.

Spring arrivals are now at the more than 650 stores across the United States and Puerto Rico, and at the company’s flagship store, jcp.com.