What: J.C. Penny added Loom + Forge, a home brand, to its assortment of private labels.

Why is it important: The department store is returning its focus to the home sector through adding another private label to its portfolio.

J.C. Penny is adding Loom + Forge to its portfolio of private home brands including Fieldcrest and Linden Street. The home sector emerged as a big winner this past year as many consumers shifted to remote work and school.

The department store had originally shifted away from home and appliances in 2019 when the categories had underperformed. But under the guidance of new owners, the importance of private label launches in home indicate that the department store is looking to differentiate itself and create value for its customers.

According to Wlazlo, J.C. Penney’s executive vice president and chief merchant, 2020 was “a big year of strategic investment in our home portfolio.”  While Penney’s has long been known for soft bedding and bath products, Loom + Forge brings a bigger tabletop and decor dimension to the store. Penney’s did carry some of these products but not as expansively as it does now.

J.C. Penney debuts private home brand, Loom + Forge 

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