American Living launch largest ever for JC Penney
By Nicole Maestri
NEW YORK, Feb 11 (Reuters) - Forget testing the waters. J.C. Penney Co Inc (JCP.N: Quote, Profile, Research, Stock Buzz) is jumping in with both feet this month with American Living -- the biggest merchandise launch in the department store operator's 105-year history.
The massive collection, developed by Polo Ralph Lauren Corp's (RL.N: Quote, Profile, Research, Stock Buzz) Global Brand Concepts exclusively for Penney, will include men's, women's and children's clothing, shoes, handbags, bedding, towels, window treatments, luggage, furniture and swimwear.
Penney Chief Executive Myron "Mike" Ullman said American Living products, which are arriving in stores through the month, could mark the largest single introduction of a brand in retail history.
"This is probably the most extensive single roll-out of any single brand ever," he said in an interview.
While a retailer often introduces a new brand in one category, like women's clothing, and slowly expands it, Ullman said "we're opening in virtually all the categories within the first year."
But American Living is hitting stores at a difficult time. U.S. holiday sales rose at their slowest pace in five years, investors are increasingly worried about a U.S. recession, and consumers are showing signs of fatigue.
Undeterred, Ullman said the economic environment will not alter the launch. "We don't believe it has a material effect," he said.
CASUAL AND WHIMSICAL Continued...
Ads by Career Builder
Account Executive - Fashion
Details: ...Florida for Luxury and Consumer Goods industries. Our...very fast growing and successful watch brand...Responsibilities: Manage and develop existing...
HR Generalist (Luxury Retail)
Details: ...over 70,000 people and operates 1,600 stores...DKNY, Marc Jacobs and Thomas Pink. This...within their perfume and cosmetics division...
Global Supply Chain Finance Manager
Details: ...quality financial and business management...detailed reporting and analysis for manufacturing and planning (including...
District Manager- retail- luxury goods- multi locations
Details: ...locations position, and have a background...District Manager, retail, luxury goods, multi locations...client service and you are interested...following industries:Retail, Sales - Marketing, Consumer ProductsOur privacy...








