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JCPenney brings in new home, swim and athletic lines, products for spring

JCPenney is debuting three swim brands and a new athletic wear brand as it expands apparel and home goods offerings from its private and exclusive brands.
David Salazar
Managing Editor
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JCPenney is using spring as an opportunity to launch new merchandise and new private brands across swim, apparel and activewear, as well as expand its home furnishing 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, JCPenney has everything to help our customers stylishly return to their favorite activities this season.”

Plano, Texas-based JCPenney is debuting three women’s swimwear brands — Mynah, Decree and Sonnet Shores, which it said are focused on functional comfort in versatile styles for the beach, backyard or pool. The lines also focus on inclusivity, with classic and trendy looks to deliver on size-diverse shoppers’ individual styles. 

Also new is Xersion, an exclusive brand that features Everair breathable technology and Quick-Dri moisture-wicking technology for optimal airflow. Xersion joins new selections from such national brands as Champion and Puma. It first launched in January. In apparel, JCPenney is touting its brands that go from casual (St. John’s Bay) to dressy (Worthington and Stafford), as well as its recently revamped Liz Claiborne collection, which it has carried exclusively since 2009.  

The Liz Claiborne exclusive brand also includes a home assortment that encompasses functional décor. The retailer’s private Linden Street, which debuted last spring, and Fieldcrest brands encompasses such home needs as towels, sheets, cotton drapes. Linden Street now is expanding to include décor such as dinnerware, serveware and table linens. 

As it looks to strengthen its home merchandise assortment, JCPenney said that in April it would be launching a new modern home brand.