JCP gets a Joe Fresh look

PLANO, Texas — JCPenney announced that Canada’s Joe Fresh brand will launch in JCPenney stores beginning March 15, with a collection of modern basics for women. The collection will be displayed in 750-sq.-ft. to 2,500-sq.-ft. dedicated shops in nearly 700 JCP stores.

JCPenney also said it is rolling out an upscale fancy-dress line, Pearl by Georgina Chapman of Marchesa brand. Created for holiday parties, black-tie events, summer soirees and prom, the collection of gowns and cocktail attire will be priced from $50 to $250. The line will be featured in more than 500 stores on March 1, and presented with upscale fixturing, including an elegant chandelier.

JCPenney’s spring line up of brands also includes L`Amour Nanette LeporeTM, William Rast, LuLu by Lulu GuinnessTM and Duro Olowu. The new fashion lineup will be showcased in the spring marketing campaign that will launch during the Academy Awards on Feb. 24 as part of the company’s 12th consecutive year as the exclusive retail sponsor.

"We want to become famous for irresistible style at incredible value every day," said Ron Johnson, CEO, J.C. Penney. "By introducing these exciting brands at truly affordable prices, we are making it easier for customers to look and live better every day."