What: the revamp of the private label Xersion, ahead of the launch of new private brands in 2021.

Why is it important: the re-launch follows the repositioning of JCPenney and the launch of other private labels last year including its Stylus apparel and Linden Street home brands. It is also a strategic move to rebrand its activewear line as the demand for athleisure and comfort clothing has skyrocketed since the pandemic.

Initially launched in 2008, Xersion activewear assortment is now redesigned from the inside out with Penney’s new innovative and exclusive EVERAIR™ fabrication, a quick dry, breathable technology. The size-inclusive line is available at all JCP stores and online, and caters to men, women and children, regardless of the fitness level.

JCPenney has been saved from bankruptcy in November 2020 and is now repositioning itself under new ownership. It’s not the first retailer to rethink its assortment: this month UK Marks & Spencer extended its existing women activewear line Goodmove to cater to men and children also. Last October US competitor Kohl’s launched new athleisure private label dubbed FLX.

JCPenney Reinvents Xersion® Activewear Brand 

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