home goods

JC Penney Debuts Private Label Home Brand

It’s the fourth brand JCP has rolled out or expanded in the past month.
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· less than 3 min read

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The comeback is getting serious. After reemerging from Chapter 11 and being sold to Simon Property Group and Brookfield Property Partners, JCPenney has rolled out a new private label brand, Loom + Forge.

The line offers indoor and outdoor home decor, complementing home brands JCPenney has recently brought into the fold (Fieldcrest) or expanded (Linden Street).

Right at home: Broadening its home portfolio is central to JCP’s recovery strategy. The segment is hot, and Penney is not.

  • “Penney's e-commerce business is not where it needs to be, and...their store business isn't either,” Simon Property Group President and CEO David Simon admitted during a February earnings call.

It’s been said a thousand times, but that doesn’t make it any less true: When people were stuck at home, homeware sales surged.

  • Bed Bath & Beyond is taking a similar approach, debuting eight private labels this year.

Bottom line: Loom + Forge helps fill a white space in JCPenney’s home portfolio, which now includes bedding, bath, tabletop, window coverings, and pillows, a company spokesperson told Retail Brew. JCP says that more private and national brands of all categories are on their way this year. — KM

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