JCPenney unveils new lifestyle brand

PLANO, Texas JCPenney today announced its largest brand launch in its history. The company introduced its new American Living lifestyle brand, designed exclusively for JCPenney by Global Brand Concepts, a division of Polo Ralph Lauren.

The American Living line, according to JCPenney, includes a full range of apparel for women, men and children, along with footwear, accessories and home furnishings and textiles. The collection will be available starting this month in about 600 stores, online at jcp.com and through the company's catalogue.

“American Living truly differentiates JCPenney in the retail marketplace. Nowhere else but JCPenney will customers find this level of updated classic style and impeccable quality at such a smart price,” said Myron Ullman, III, chairman and ceo of JCPenney. “During the past year, hundreds of our associates have been involved in bringing American Living to life at JCPenney in partnership with Global Brand Concepts. Through their efforts, 40 merchandise categories will be offered to our customers.” 

JCPenney said that three of its stores – Glendale, Calif., Paramus, NJ, and Montrose, Co. – will give special attention to the new collection, with American Living “shops,” a designated “store-within-a-store” presentation. The company said these will be similar to its in-store Sephora concept, and will bring apparel and home items into one location. JCPenney added that most of its new stores – beginning with openings in March – will feature American Living merchandise in a similar in-store presentation.