J.C. Penney is expanding its home category through new and existing partnerships as it looks to grow key categories amid declining overall sales and recent financial challenges. Here's what you need to know:
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J.C. Penney announced the expansion of two home collections, adding new products through partnerships with chef and TikTok creator Jenny Martinez and heritage brand Laura Ashley.
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Jenny Martinez’s kitchen collection is expanding into bedding, bath, and other home goods inspired by her hometown of Chapala, Mexico, marking a broader lifestyle push beyond cookware.
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Laura Ashley’s home line, which has been sold online for several years, is entering J.C. Penney stores for the first time, featuring bedding and bath products inspired by British countryside design.
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The retailer is building on what it described as strong momentum in its home business, following recent collaborations with Ashley Graham, Rebecca Minkoff, and Bob Mackie, and alongside private labels like Linden Street, launched in 2020 with bedding priced between $40 and $220.
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The expansion comes as J.C. Penney works to offset financial pressure, reporting a 3.8% year-over-year decline in Q3 net sales to $1.4 billion.
Fastest-Growing DTC Bedding Brands
We used Charm's DTC data to identify the fastest-growing bedding brands based on the Charm Growth Score, a multi-dimensional score measuring growth of a brand based on various components, including the growth of their social media audience size and engagement, the growth of their reseller distribution, the growth of their website traffic, and the growth of other metrics.
Bed Threads
Charm Growth Score: 90.66
Charm Success Score: 96.84
Fastest-Growing Channel: Social Ads
Audience Demographic Skew: Female, age 25-34
100% French flax linen bed sheets and quilt cover sets for pure bedding luxury. Our linen bed sheets are breathable, soft, and instantly elevate the mood and feel of your bedroom. For pure linen bed sheets made with incredible quality, try Bed Threads flax linen bedding.
Mellow
Charm Growth Score: 88.37
Charm Success Score: 70.97
Fastest-Growing Channel: TikTok
Upgrade your sleep with mellow. Dual-layer comforters and ergonomic pillows designed to adapt to your body. No duvet. No sweat. Just better sleep.
Zonli
Charm Growth Score: 85.80
Charm Success Score: 97.09
Fastest-Growing Channel: Instagram
Zonli offers a wide selection of cooling blankets, heated blankets, futon mattress, weighted blankets, and more. Our blankets are perfect for all seasons.
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