Plano, Texas – JCPenney has now added another comprehensive home brand to its private label portfolio.
Loom + Forge marks the retailer’s most modern home collection to date, the company said. Product categories include indoor and outdoor decor, bedding, bath, throws, dec pillows, window coverings and tabletop. The brand is being offered in stores and online.
The bedding and bath assortment features Oeko-Tex-certified materials, all-cotton bedding and Turkish cotton bath towels. Across the hard and soft home assortment, Loom + Forge is designed with warm finishes, neutral shades and an eye to detail.
“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. “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.”
JCPenney has been on a branding streak, introducing Fieldcrest as an exclusive brand last month and amplifying the assortments for its Linden Street and Liz Claiborne brands. The company said it is teeing up more new launches this year in national and private brands across all categories.
April 17, 2021 at 12:43AM
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JCPenney unveils modern private label home brand - Home Textiles Today
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