JCP adds luxury apparel to private brand roster

JCPenney once again is bolstering its private brand apparel portfolio with the launch of Ryegrass, a luxurious women’s collection. It’s the fifth private brand launch in apparel in the last six months.

The Ryegrass clothing is designed to complement a woman’s natural beauty and femininity, according to the retailer and combines luxe fabrics to create blouses, dresses, skirts, denim, shorts, vests and jackets. The apparel is available exclusively at JCPenney in 400 stores and on the retailer's website.

Ryegrass joins recent launches such as a swimwear collection, the Xersion athletic line and the Stylus athliesure line. Additionally, there have been two new home goods brands debuting at the retailer with Loom + Forge and Linden Street bedding.

“The Ryegrass collection represents how we are raising the bar in our women’s private brand portfolio to offer our customers more elevated, on-trend styles,” said Michelle Wlazlo, executive vice president and chief merchandising officer. “It sets the tone for JCPenney’s view on approachable, luxurious apparel and commitment to high-quality style at a tremendous value.”

The apparel offers beautiful silhouettes and thoughtfully crafted details such as tie-neck halter dresses, tiered and asymmetrical skirts, high-waist denim, and faux-suede and leather jackets. The feminine touches include delicate pleats, ruching, and self-covered buttons to create a vintage look and feel, and the items are designed to mix and match, launching in sizes ranging from XS-3X and 2-24W in stores, as well as 2-30W on jcp.com.

The retailer said more extensions to its women’s private and national brand offerings are coming throughout 2021.