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