JCPenney Partners with NY Baby Chain

Department store chain J.C. Penney Co. (Plan, Texas) is working with New York-based baby store Giggle to debut an exclusive collection of Giggle-branded merchandise next fall, Crain’s New York reports.

The nine-year-old upscale baby boutique operates 14 locations, including a SoHo flagship. The new line will sell at 537 Penney locations, according to Crain’s, and will range in price from $5 to $15 and toys from $4 to $20, a fraction of the specialty retailer’s typical pricey merchandise.

As part of its reinvention strategy, Penney has announced other kidswear additions, including Disney and Carter's brands.