JCPenney redefines Home Expressions private label brand

Jennifer Marks // Editor in Chief•August 16, 2021

Plano, Texas – JCPenney’s legacy Home Expressions brand recently completed a refresh.

The multi-category label has been simplified and streamlined as part of the retailer’s rethinking of its brand portfolio over the past 18 months. Home Expressions encompasses fashion bedding, sheets, basic bedding, bath, pillows, throws, tabletop, table linens and storage.

“The updated Home Expressions brand is as functional and flexible as today’s living – and working, and schooling – spaces,” the company said. The value-priced brand is designed to “deliver on basics without being basic.”

Sale pricing on mircrofiber sheet sets starts at $22.99 for queen while sale pricing on 9-piece bedding sets are available at $50.25 for queen. There are two core towels in the collection: the solid or stripe basic line sale priced at $4.99 for a bath towel and the Quick Dri line sale priced at $6.75 for a bath towel.

The porcelain table collection is available in white only, with a 4-piece dinnerware plate set sale priced at $20.99. The 30-piece stoneware dinnerware set is sale priced at $44.99.

JCPenney redefines Home Expressions private label brand

JCPenney describes the updated Home Expressions brand as “easy to afford, easy to care for and easy to mix and match.”

Under new ownership since late 2020 and now operating roughly 650 stores, the retailer has been revamping its brand assortment. In March, JCPenney launched Fieldcrest as an exclusive brand across soft home and expanded its Liz Claiborne and Linden Street home brands into additional categories. InApril, the retailer unveiled its first modern private label brand, Loom + Forge. The company has also debuted new private label brands in apparel this year and in October will begin rolling out JCPenney Beauty, an in-store and online concept.

Jennifer Marks//Editor in Chief

Editor-in-Chief Jennifer Marks shares news and views from around the home textiles marketplace.

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