• Deep Dive

JC Penney's unveils new home brand

Updated: Jun 16

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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.


Read the full article here


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