JC Penney's unveils new home brand
Updated: Jun 16, 2020
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J.C Penney announced the launch of a new home brand, Linden Street, that will include bedding and sheet products. The retailer has recently filed for Chapter 11 Bankruptcy.
JCP says sustainability was top of mind when launching the line, which includes products free of 300+ harmful substances and has packaging with biodegradable labels and recycled polyester.
Even though launching a new private label amidst filing for bankruptcy may be surprising, offering compelling merchandise was a part of their restructuring plan.
The home category has seen increased competition from off-pricers and e-commerce retailers, but Penney’s hopes to attract a younger set of consumers who are environmentally conscious.