JCPenney parent Catalyst Brands enters humanoid robot partnership
The parent company of JCPenney and licensee of Aéropostale, Brooks Brothers and other brands is teaming with a humanoid robot developer to automate supply chain tasks.
Catalyst Brands formed in January 2025 when JCPenney and SPARC Group (a joint venture of brand management firm Authentic Brands Group, Simon Property Group and Shein) combined to form a new organization. The company’s is the owner of JCPenney and licensee of brands including Aéropostale, Brooks Brothers, Eddie Bauer, Lucky Brand, and Nautica.
Now, Catalyst Brands is launching a commercial partnership with humanoid robotics company Figure AI Inc., beginning its initial phase at the retail conglomerate’s Reno, Nev. distribution logistics center. Catalyst Brands intends the rollout of humanoid robots to further enhance the Reno facility, which underwent a $40 million infrastructure update in 2024.
The companies aim to automate repetitive, physically demanding sorting and packing tasks, freeing human associates to focus on higher-skill functions. Figure robotic humanoids will first focus on aiding associates in sequencing the facility’s SDI Joey Pouch sorting solution. This computerized induction, sorting and packing system includes induction process technologies, a fully automated sorter to assemble orders, and a packing system that includes invoice and shipping label printing for each order in the station.
Catalyst Brands says the partnership marks a strategic investment in automation technology designed to enhance supply chain efficiency and support operational scalability across its portfolio. As the collaboration begins, the two companies will identify optimal use cases for humanoid automation throughout Catalyst Brands’ operations to help roll out automation strategically.
“As we invest in and scale our portfolio, this collaboration with Figure shows how emerging technologies can modernize our operations while strengthening our workforce,” said Marc Rosen, CEO of Catalyst Brands. “When we automate routine tasks, our associates can focus on higher-value work and better serve our customers across all our brands.”
This implementation marks the first agreement between Figure and a portfolio company of Brookfield, a global investment firm with significant positions in both Figure and Catalyst.
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“Catalyst Brands poses a unique opportunity for Figure to partner with a company in an ambitious expansion phase,” said Brett Adcock, founder and CEO of Figure AI. “As Catalyst Brands scales its multi-brand portfolio, our humanoids provide a standardized labor solution that can be deployed across diverse industries instantly. This collaboration establishes the playbook for how AI-driven hardware can serve as a primary growth engine for modern holding companies.”
