New brand coming to JCPenney home floor in 2014
Retail Editor 2 -- Home Textiles Today, December 13, 2013
Plano, Texas - A brand JCPenney had planned two years ago to unveil in home will finally see the light of day in 2014, replacing some of the merchandise brought in under ex-ceo Ron Johnson earlier this year.
According to a report from CNBC, JCPenney has confirmed it will roll out the Liz Claiborne brand in home next year. In November 2011, Penney signed a deal to acquire the Liz Claiborne brands with the intention of giving it significant cross-category exposure.
The Claiborne label will replace goods designed by Martha Stewart Living Omnimedia but merchandised under the jcp everyday label. Macy's lawsuit against MSLO regarding Stewart's contract with Penney prevented bedding, bath and kitchen wares from carrying the Martha Stewart name.
In addition, Penney will eliminate some of the Michael Graves merchandise added to the home mix during Johnson's tenure, according to CNBC.
Previously, current Penney ceo Mike Ullman said the retailer will return emphasis to some house brands Johnson had de-emphasized, including JCPenney Home and Cooks.
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