Dive Summary:

• JC Penney has announced plans to scale back or eliminate several current product lines from its store shelves.
• The department store chain will end production of its JCP Menswear brand and reduce the assortment of merchandise for the Joe Fresh, Michael Graves and Martha Stewart product lines.
• All four brands were introduced to JC Penney consumers during the tumultuous Ron Johnson era.

Dive Insight:

JC Penney is currently entrenched in a financial turnaround campaign aimed at saving the future of the company after staggering revenue losses during the Ron Johnson era. "We don't have six or seven years to get our business back. Half of our business has to be brands that we can produce profitably,” said current JC Penney CEO Mike Ullman. “What we now need is to edit things out that didn't resonate sufficiently.” JC Penney will begin the initiative starting in January.