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04/19/2021

JCPenney adds private home brand Loom + Forge

Loom + Forge is meant to strengthen JCPenney's status as a leading home destination, offering products across indoor and outdoor décor, bedding, bath, window coverings and tabletop products.
David Salazar
Managing Editor
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On the heels of a big expansion of swimwear, activewear and its Linden Street and Fieldcrest home brands, JCPenney once again is bolstering its home-focused offerings. The retailer is debuting Loom + Forge, meant to help reestablish the Plano, Texas-based company as a leading home destination with products that span indoor and outdoor décor, bedding, bath, window coverings and tabletop products. 

Loom + Forge focused on warm finishes and neutral shades, with particular attention paid to materials and craftsmanship. Its bedding assortment features OEKO-TEX-certified materials, tested and verified to be free of more than 300 potentially harmful substances. 

“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, executive vice president and chief merchant. “As we continue to reaffirm our position as a leader in home, 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.”

The company in March expanded its private Linden Street brand to include home décor for dining. Loom + Forge joins Linden Street, as well as the company’s Fieldcrest linens brand and JCPenney’s exclusive Liz Claiborne brand, which also features a home assortment that includes functional décor. 

The company said that it expects to announce more on the national and private brands fronts this year.