J.C. Penney is revamping one of its biggest in-house women’s apparel brands to focus more on denim and casual looks. Starting this month, it’s a.n.a brand will have new products in stores and online — in extended sizes from missy to plus to tall. The full assortment will be online and in stores by March, with items priced at about $39 to $49 each. Changes include jeans with softer fabrics and accessories in pastel hues. The brand’s new look is the result of extensive customer research and establishes a.n.a as the Company’s denim lifestyle brand for women.

Women’s apparel is especially important to Penney’s overall business. The category made up 22% of net sales in 2018 — $11.66 billion. Women’s apparel is also Penney’s largest category, followed by men’s apparel and accessories, at 21% of sales.

The relaunch is part of Penney’s strategy to pull itself out of a sales slump and remain relevant as more and more people turn to Amazon for clothing.

JC Penney unfolds reimagined A.N.A denim