Headlines

JCPenney Launches Plus-Size Brand

Brand and in-store plus-size shops

Published

8 years ago

April 13, 2016

JCPenney (Plano, Texas) will debut its private plus-size brand, Boutique+, on May 1. The brand’s launch will be features in 500 stores as well as on the company’s website and is geared toward Millennial shoppers. “Project Runway” winner and designer Ashley Nell Tipton will be the brand ambassador for Boutique+ and will design two capsule collections for it later this year.

Additionally, in more than 200 stores, it will launch in-store plus-size shops (called “The Boutique”) that will feature a variety of the retailer’s plus-size offerings from different brands. The shops-in-shops will range in size from 980- to 2800-sqaure feet and will have their own fixtures, graphics, accent walls and plus-size mannequins, reports Women’s Wear Daily.

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