J.C. Penney launches new outdoor lifestyle brand St. John’s Bay Outdoor

Texas-based retailer J.C. Penney has announced the launch of St. John’s Bay Outdoor, a new outdoor menswear label. 


J.C. Penney

St. John’s Bay Outdoor will include shirts, sweaters, vests, jackets and pants that are suitable for both outdoor and casual wear, with prices ranging from $11.99 to $44.99. Apparel features functional fabrics like flannel, cotton and jersey, while outerwear is made for performance with items like waterproof seam-sealed rain jackets and quilted puffer vests.

The line will launch in approximately 600 stores and on the retailer’s e-commerce platform starting on September 12. 

“Created exclusively for J.C. Penney by our talented in-house product development and design team, St. John’s Bay Outdoor serves as the centerpiece of our Outdoor Shop and holds a unique place in our private brand portfolio,” said Michelle Wlazlo, chief merchant for J.C. Penney.

As an added boost to the new label, J.C. Penney will also launch an Outdoor Shop in 100 stores and on jcp.com on October 4.

Located in the men’s department, the shop will be approximately 800 square feet and feature St. John’s Bay Outdoor, as well as three additional new national sportswear brands to J.C. Penney: American Threads, The American Outdoorsman and Hi-Tec.

“With this expansion, J.C. Penney is taking part in the nearly $900-billion outdoor recreation industry by offering functional, durable apparel with our customer expectations at the core, all at an incredible value," added Wlazlo.

After taking a major hit as a result of modern consumer preferences for online shopping, J.C. Penney reported a smaller-than-expected quarterly loss this past August, as efforts to cut costs and shutter unprofitable businesses paid off, causing shares of its penny stock to rise by as much as 14%. 

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