JC Penney Launches Home Goods Brand To Draw In Customers Amid Bankruptcy Filing

Bankrupt JC Penney continues on with its turnaround plan by launching a new home goods private label with the Linden Street brand.

The new addition to its home collection was designed to inspire consumers to “renew, relax and retreat,” JC Penney said. The line features 100% cotton bedding sheets that are offered in neutral color palettes with a price tag that starts at $40. The brand’s quilts and comforters range from $90 to $220.

“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,” Stacey Shively, senior vice president and general merchandise manager of the home division at JC Penney, said in a statement.

JC Penny has been struggling to change its image and the introduction of the Linden Street label is one of its attempts to resonate with customers by offering “more sustainable, responsibly-sourced products.” The company said the collection is OEKO-TEX certified, which makes the fabric free of more than 200 harmful substances, and it is also packaged with biodegradable labels and recycled polyester.

Earlier this year, JC Penney launched a women-inclusive denim line and last year it introduced the St. John’s Bay Outdoor brand for men. The retailer has tried several marketing strategies to draw in customers as its sales lagged, including new store formats.

JC Penney has forced to close all its stores during the coronavirus pandemic and has recently started to reopen several locations while offering curbside pickup as well. The company furloughed the majority of its workforce in April and announced it was filing for bankruptcy protection earlier this month, causing it to close 242 stores in the process.

JC Penney has made the Linden Street collection available in stores and online and said the introduction is part of its strategy to provide “compelling merchandise” to its customers.