What: The new private label, Ryegrass, aims to offer luxury styling at accessible prices.

Why is it important: The retailer raises the bar in its women’s private brand portfolio to offer customers more elevated, on-trend styles.

Ryegrass is the fifth private-label womenswear brand launched by J.C. Penney in the space of six months. These launches are part of a wider development strategy that has also seen the refresh its denim brand, activewear label and Liz Claiborne collection. According to the company, further additions will be made to its women’s private-label portfolio and broader brand offering throughout the year.

JC Penney launches elevated womenswear brand Ryegrass