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JCPenney’s New Private Label Helps Consumers Invest in Their Nest

JCPenney is filling out its home portfolio with yet another private label as the retailer aims to reestablish itself as a premier home destination. The department store has introduced the Loom + Forge brand into its exclusive merchandise offering.

The Loom + Forge collection includes homeware for the indoors and outdoors, at the kitchen table, on the couch or in the bedroom, that is designed with warm finishes, neutral shades and quality details. From 100 percent cotton bedding and Turkish cotton bath pieces, to marble serving trays and plush faux mink throws, each item in the Loom + Forge assortment is designed around thoughtful materials and artful craftsmanship.

The outdoor assortment includes wall decor, planters, vases, lanterns, accent furniture and pillows, in bold black and white shades, stripes and geometric patterns. features refined modern indoor decor. Clean lines, bold contrast and sophisticated style are seen throughout.

JCPenney has launched the Loom + Forge private-label brand in an effort to reestablish itself as a premier home textiles destination.
The Loom + Forge outdoor collection J.C. Penney/Business Wire

Loom + Forge bedding offers five comforter sets with coordinating pillow shams, with Euro shams sold separately. The brand also offers two coverlets and two sheets sets with thread counts ranging from 400 to 625.

The bedding and bath assortment features OEKO-TEX-certified materials, which JCPenney says have been tested and verified to be free of more than 300 harmful substances.

“Following a big year of strategic investment in our home portfolio, we are excited to offer our customers even more choices to create a beautiful and comfortable home,” said Michelle Wlazlo, executive vice president and chief merchant at JCPenney in a statement. “As we continue to reaffirm our position as a leader in home, the new Loom + Forge collection brings inviting modern style to every space—from the bath and bedroom to the kitchen, living areas, and outdoors—with current, purposeful designs.”

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JCPenney has launched the Loom + Forge private-label brand in an effort to reestablish itself as a premier home textiles destination.
Loom + Forge offers modern looks for the modern home. Courtesy

Recent investments include last month’s addition of 125-year-old home bedding, bath and window selection brand Fieldcrest into its private label offering, as well as the expansion of the Linden Street assortment into dinnerware, serveware and table linens. JCPenney first introduced Linden Street in spring 2020, offering a core collection of towels, sheets and cotton drapes. New home décor offerings under the brand include indoor rugs, planters, vases, lanterns, baskets and wreaths. Additionally, the retailer has expanded its exclusive Liz Claiborne home assortment with a new selection of functional décor.

The company also sells a growing portfolio of national home brands such as Cambridge, Cuisinart, Luminarc, Sonicare, PowerXL, Pure Enrichment, Nordic Ware, Schott Zwiesel, Sensorpedic, Sharper Image, Taste of Home, Wilton and Zoku.

With Loom + Forge now in the fold, JCPenney looks to offer home collections for every style, from traditional to modern. The department store says that it expects to introduce more national and private brands across all categories this year.

JCPenney has already revamped its swim and activewear lines, with the retailer launching three new women’s swimwear brands, Mynah, Decree and Sonnet Shores in March. In a celebration of body positivity and inclusivity, the new swimwear options range from classic to trendy and are not intended for specific ages or body sizes, but rather customers’ individual styles.

In the attempt to capitalize on the trend toward activewear and athleisure, JCPenney relaunched its Xersion activewear assortment with the combination of a proprietary Everair breathable fabric and moisture-wicking Quick-Dri technology.

“There is a constant drive to refresh our brands to keep up with the changing needs of our customers,” Wlazlo said. “Whether it be preparing their home for special celebrations, getting ready for a long-anticipated vacation, or safely reconnecting with family and friends, JCPenney has everything to help our customers stylishly return to their favorite activities this season.”