J.C. Penney launches men's private label apparel brand

Dive Brief:

J.C. Penney on Tuesday launched a private label men's apparel brand, Mutual Weave, according to a company press release.
The workwear-inspired brand includes denim, tees, button-downs, knits, jackets and shoes, and is available in sizes XS to 5XLT and in adaptive styles.
Mutual Weave can be found on the retailer's website and at 600 of J.C. Penney's more than 650 stores. The company plans to expand to all its stores this year.

Dive Insight:

Like other retailers, J.C. Penney is investing in its private label brands.

Sales for private labels have been growing for a number of years, as more companies turn to the segment as a means to drive higher margins, improve financial performance and create products that are specific to a retailer's audience.

Target has seen success with the strategy. It has produced 10 billion-dollar private labels thus far, most recently with its All in Motion athletic apparel line, which generated $1 billion in its first year.

In 2021, Bed Bath & Beyond launched eight private labels under the direction of CEO Mark Tritton. Tritton came to the retailer in 2019 after serving as the chief merchandising officer at Target where he introduced 30 private labels in under three years.

"Customers turn to JCPenney and our collection of private brands for great quality and value to meet their varied needs, from business formal suiting to workout clothes," Michelle Wlazlo, chief merchandising officer at J.C. Penney, said in a statement. Wlazlo also hails from Target, where she served as senior vice president of apparel and accessories merchandising and helped lead the launch of 15 private labels.

With Mutual Weave, the retailer is introducing denim as its focal point, stating that the collection is its "first truly dedicated private denim lifestyle brand," meant to serve shoppers of varying sizes.

The department store last year reintroduced its private activewear brand Xersion, along with womenswear brand Ryegrass and home brand Loom + Forge. The company launched other private labels including apparel line Stylus and home brand Linden Street, in 2020.