JCPenney to launch its largest brand

21 Feb '08

3 min read

Home features updated styles on classic pieces and includes five bedding collections, bath accessories, window treatments and luggage. American Living, which will form the core of JCPenney's "Best" price offering, will be expanded in coming seasons to include Young Men's, Newborn, Infant and Toddler, intimate apparel, Women's swimwear, fashion jewelry, tabletop, furniture and more.

A Special Home for an Exceptional New Brand:
Emulating an authentic, country store feel, beginning American Living merchandise can be found on distinctive white, wooden fixtures across numerous departments of nearly 600 JCPenney stores.

Additionally, three JCPenney stores - Glendale, Calif., Paramus, NJ, and Montrose, Co. - feature American Living "shops," a designated "store-within-a-store" presentation similar to the Company's Sephora Inside JCPenney concept.

These "shops" bring cross divisional merchandise statements together, including all apparel and home products among others, into one location, allowing for a true showcase of the full lifestyle offering of American Living. Moving forward, most new stores - beginning with openings in March - will feature American Living merchandise in a similar in-store presentation.

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