J.C. Penney launches new Stylus brand

By

Gabriella Lacombe

Published
Nov 13, 2020

J.C. Penney has launched Stylus, a new private women's brand designed to offer both style and comfort. 

Featuring cardigans, easy pants, jumpsuits and t-shirts in soft fabrics, neutral colors and refined cuts, pieces from Stylus are made to be mixed and matched for ultimate ease of wear. Sizes range from XS to 3X, with pieces priced from $26 to $89. 

Part of J.C. Penney's new 'styleisure' apparel line, the company specified that the new brand is not athleisure. 

“We are excited to launch the Stylus brand right now and in time for the 2020 holiday season for our customers – including our All-In Shopping Enthusiast – who are looking for comfortable yet stylish pieces that fit all aspects of their lives,” said Michelle Wlazlo, executive vice president, chief merchandising officer. 

“We began developing the concept of our styleisure line, which is exclusive to J.C. Penney, nearly a year ago to fill this unmet need as customers dress for their day. The Stylus collection is a curated array of neutrals that make it easy to layer and swap pieces for a virtually endless combination of looks, representing true modern comfort and style.”

The Stylus brand comes as the company works to refresh its image amidst mounting obstacles, including the decrease in in-store shopping caused by the Covid-19 pandemic. The company also recently began the process of emerging from Chapter 11 bankruptcy after initially declaring in May. 

The retailer said it plans to continue to reposition itself and launch several exclusive J.C. Penney brands in 2020, including 'a.n.a a new approach' and 'Linden Street.' 

Stylus is now available in 363 stores nationwide, on the J.C. Penney app and online.