JCPenney is adding to its growing portfolio of leading brands this spring with the debut of Canada’s Joe Fresh in nearly 700 stores nationwide, alongside a series of other high profile collaborations.
The retailer will also debut Pearl by Georgina Chapman of Marchesa, L`Amour Nanette Lepore, William Rast, LULU by Lulu Guinness and Duro Olowu for jcp, both in stores and online.
These new brand partnerships are the most recent step in JCP’s new retail strategy, which centers on a plan to transform its department stores into a collection of brand “shops,” the first of which debuted last August.
The spring lineup is being lead by the popular Canadian apparel brand Joe Fresh, which will debut with a womenswear collection March 15.
"Building Joe Fresh shops inside JCP is a significant milestone because it makes us truly national, and now customers can buy Joe Fresh products online exclusively at jcp.com," says Joe Mimran, creative director, Joe Fresh. "The ability to broaden our reach reinforces the Joe Fresh brand promise, which is rooted in the belief that everyone deserves fresh style at fresh prices."
Joining Joe Fresh with new JCP shops will be the new Pearl formalwear brand from Georgina Chapman of Marchesa; the first junior’s line from designer Nanette Lepore L’Amour Nanette Lepore; exclusive offerings from Justin Timberlake’s William Rast menswear line; and boutique collections from global designers including a range of handbags and accessories from Lulu Guiness, and a limited time line from London-based designer Duro Olowu.
"We want to become famous for irresistible style at incredible value every day," says Ron Johnson, chief executive officer, JCPenney. "By introducing these exciting brands at truly affordable prices, we are making it easier for customers to look and live better every day."
JCP’s Home section will also be undergoing some major changes in the next few months with new products from designers and experts such as Martha Stewart, Michael Graves, Jonathan Adler and Sir Terrance Conran.