Linden Street promoted on the JCPenney website


JCPenney debuts Linden Street bedding brand

David Salazar
Managing Editor
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JCPenney is expanding its private label home brand portfolio. The company, which recently filed for Chapter 11 bankruptcy protection, has unveiled its Linden Street brand, focused on casual bedding styles and craftsmanship. 

The brand’s products include bedding and sheets made of 100% cotton that is meant to get softer after each wash. The brand’s color palette features neutral colors and is designed to promote layering. Pricing has sheet sets starting at $40, and quilts and comforters ranging from $90-$220. 

“Whether you are settling into a new place or winding down after a long day, Linden Street was designed to celebrate an aesthetic that welcomes customers home,” said Stacey Shively, senior vice president and general merchandise manager of the company’s home division. “We are excited to offer this new bedding collection as customers look to create a comfortable retreat with high-quality, inviting styles they can cherish for seasons to come.”

The brand also is focused on transparency and sustainability. Many of the products are Oeko-Tex certified to be free of more than 300 harmful substances, and they feature packaging made with biodegradable labels and recycled polyester. 

As JCPenney undergoes restructuring — which includes the closure of 242 of its 830 retail locations — it also is continuing to pursue its transformation strategy, which includes a focus on compelling merchandise, particularly among its private brands.