JCPenney’s top-selling brand is a private brand

Private brands are winning at JCPenney — so much so, that its top-selling brand is a private one.

St. John’s Bay, a private apparel brand under JCPenney, is ranked first in sales across the entire JCPenney portfolio, beating out national brands like Nike and Levi’s. Meanwhile, the private brand Liz Claiborne is one of JCPenney’s top overall women’s brands, when taking into account different categories like apparel, shoes and handbags.

Private brands, in general, are flourishing at JCPenney as inflation-weary shoppers look for more affordable options. At JCPenney, private-brand sales penetration has increased by 5 percentage points since 2019, CEO Michelle Wlazlo told Modern Retail. Today, private brands represent more than 50% of JCPenney’s total business, with particular momentum across petite and plus sizes. JCPenney carries dozens of private brands, including Arizona (jeans), Home Expressions (bed and bath) and Worthington (women’s professional wear).

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