PLANO, Texas–You won’t find Ralph Lauren’s name anywhere on American Living, J.C. Penney’s biggest home launch to date, but the midmarket chain is betting big that its exclusive program from the iconic designer will grant its home business the designer’s status—and drive new traffic to the department.
The exclusive home and apparel line from Global Brand Concepts, a division of Polo Ralph Lauren, rolls out to 600 stores this month. Although the Lauren name is nowhere on the product, J.C. Penney is confident that the merchandise’s feel and presentation will cue shoppers that American Living is unmistakably Ralph, Penney officials said.
J.C. Penney has big plans for the brand. The collection bows in soft home but will expand to tabletop in the fall, lighting and rugs in spring 2009, and could brand furniture, Jeffrey Allison, executive vice president of J.C. Penney Home and custom decorating, told HFN.
American Living, with an Americana feel that reflects the Lauren aesthetic, is being positioned as the cream of the crop of J.C. Penney’s home mix. In the good-better-best equation, it is positioned—and priced—higher than the Chris Madden program, which it’s “highly differentiated from,” Allison said. American Living comforter sets range from $189 to $249, for example.