Dive Brief:

• A collection of lingerie named The Body by supermodel Elle Macpherson will be tested in 300 J.C. Penney stores beginning April 11.

• The brand, named for her nickname, is an offshoot of the model’s own line that has been available in higher-end retail venues for some time.

• Lingerie is a key focus for J.C. Penney, which previously discontinued bra fitting services and its signature line, Ambrielle. The store brought both back in February. 

Dive Insight:

Lingerie is another key area seen as botched by former J.C. Penney CEO Ron Johnson. The retailer has brought back bra-fitting specialists and its steady Ambrielle line. Johnson himself first contacted Macpherson to revamp the area, but perhaps dismantled too much of the existing department too quickly. This new approach is more “make new friends but keep the old,” which the retailer hopes will steal back some of the customers it says it has lost to Victoria’s Secret in the past several months.