J. C. Penney Company Inc announced its plans to launch American Living, a new lifestyle brand created exclusively for the JCPenney customer by Polo Ralph Lauren's Global Brand Concepts.
The launch will be the largest in JCPenney's history and will include a full range of merchandise for women, men and children, as well as intimate apparel, accessories and home. American Living will be available in JCPenney's stores, catalog and industry-leading website, beginning in spring 2008.
"American Living will be an exciting new lifestyle brand for JCPenney, offering America's families inspiring style and great quality at smart prices," said Myron E. (Mike) Ullman, III, chairman and chief executive officer.
"We are enthusiastic about working with Global Brand Concepts to bring American Living to our customers. For 40 years, Polo Ralph Lauren has been the leader in developing compelling lifestyle brands and we believe American Living will be an outstanding reflection of that talent and vision."
American Living is the first brand being created by Global Brand Concepts, a new group formed within the Polo Ralph Lauren Corporation earlier this year. Global Brand Concepts will be responsible for the design, production, marketing and advertising of American Living.
Ullman added, "Our customer research clearly tells us that substantial opportunity exists within the traditional and classic lifestyle category. Bringing brands like American Living into our merchandise assortment is a key part of JCPenney's strategy to accelerate our growth, and we are looking forward to introducing it to our customers."
marketing@alchempro.com
