JCP Unveils Spring Portfolio

The retailer will also debut Pearl by Georgina Chapman of Marchesa, L`Amour Nanette Lepore, William Rast, LULU by Lulu Guinness and Duro Olowu for jcp, both in stores and online.

These new brand partnerships are the most recent step in JCP’s new retail strategy, which centers on a plan to transform its department stores into a collection of brand “shops,” the first of which debuted last August.

"Building Joe Fresh shops inside JCP is a significant milestone because it makes us truly national, and now customers can buy Joe Fresh products online exclusively at jcp.com," says Joe Mimran, creative director, Joe Fresh. "The ability to broaden our reach reinforces

"We want to become famous for irresistible style at incredible value every day," says Ron Johnson, chief executive officer, JCPenney. "By introducing these exciting brands at truly affordable prices, we are making it easier for customers to look and live better every day."

JCP’s Home section will also be undergoing some major changes in the next few months with new products from designers and experts such as Martha Stewart, Michael Graves, Jonathan Adler and Sir Terrance Conran.