JCPenney has widened its private-label program in home product with new and expanded collections.
The retailer also featured branded grilling and bar products in its Pop Shop Father’s Day promotion.
JCPenney rolled out the Loom + Forge brand as part of its exclusive merchandise portfolio in an ongoing initiative to reestablish the retailer as a leading home destination, according to the company. The new collection of indoor and outdoor decor, bedding, bath, window coverings and tabletop (pictured above) has a modern styling that the company said positions it to help customers refresh their spaces with ease and purpose. The Loom + Forge collection features rich texture, warm finishes, neutral shades and quality details, JCPenney stated, and it includes 100% cotton bedding and Turkish cotton bath pieces, marble serving trays and plush faux mink throws.
The Loom + Forge introduction followed JCPenney’s addition of Fieldcrest to its brand lineup and expansion of its Linden Street private-label assortment. With those moves, the retailer said, it positioned itself to be a source of home merchandise ranging in design from traditional to modern.
“Following a big year of strategic investment in our home portfolio, we are excited to offer our customers even more choices to create a beautiful and comfortable home,” said Michelle Wlazlo, JCPenney evp and chief merchant. “The new Loom + Forge collection brings inviting modern style to every space from the bath and bedroom to the kitchen, living areas, and outdoors with current, purposeful designs.”
Consistent with the larger trend in retail, JCPenney has been upgrading its private label and other exclusive collections. In apparel this spring, the company added the Ryegrass own brand in womenswear and expanded Stylus from women’s to include menswear.
For Father’s Day, JC Penney’s Pop Shop showcases apparel and accessories for dads, plus grilling and barware items, including a Natico Grill Set and a Crafthouse By Fortessa 4-Piece Cocktail Shaker.
