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JCPenney aims new private brand, store concept at plus-size millennial women
Hot on the heels of its launch of a private label collection aimed at millennial women, The J.C. Penney Co. is now introducing a brand and store section designed for a subset of that market.
JCPenney is debuting Boutique+, a plus-size fashion brand designed for full-figured millennial women. Boutique+ will be available at 500 stores and online May 1.

