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Penney’s Drops Sustainable Private-Label Home Textile Collection

J. C. Penney launched a new line of sustainable bedding, despite its ongoing bankruptcy drama and plans to shut down 242 stores.

On Tuesday, the department store company touted its new Linden Street private label as a “significant enhancement” to its home division that it believes will inspire shoppers to “Renew. Relax. Retreat.”

Made from 100 percent cotton, the line includes several products that are Oeko-Tex certified to be free from over 300 harmful substances and furthers Penney’s mission to create more sustainable, responsibly sourced products. The eco-friendly mindset also carries over into product packaging, which incorporates biodegradable labels and recycled polyester.

“Whether you are settling into a new place or winding down after a long day, Linden Street was designed to celebrate an aesthetic that welcomes customers home,” said Stacey Shively, senior vice president and general merchandise manager for home.

Shoppers can purchase the Monroe three-piece comforter set, Veranda three-piece comforter set and the Decatur Quilt in stores and online, while e-commerce offers 11 additional options. Sheet sets start at $40 while quilts and comforters are priced between $90 and $220.

The new bedding collection marks a “back to basics” moment for Penney’s, which is in the midst of a turnaround that has been interrupted by the coronavirus outbreak and an ensuing bankruptcy. After dabbling with a greater push into appliances in recent years, the Texas-based company is doubling down once again on the apparel and softlines assortments that have attracted a loyal base of middle-class, Middle America shoppers.