The retailer conducted a survey that said Americans seek a tranquil bathroom experience, inspiring the Haven line of bath products, the second of eight owned brands to launch this year.
The Anyday brand includes home goods, technology items and baby products, all at a price point that is 20% less than the current John Lewis store brand options.
Following a preview early in the month, the Drew Barrymore-backed brand of more than 150 kitchen items and appliances launches fully online and in stores April 19.
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.
The first of six new store brands to come from the retailer has officially launched, backed by an online sleep quiz to help shoppers find the right products for their sleep styles.
