JCPenney Introduces New Private Label Brand as It Prepares to Exit Chapter 11

By Sheridan Fifer

After gaining court approval for its acquisition by two of its landlords, JCPenney has a shot at a fresh start. As the retailer prepares to exit the Chapter 11 bankruptcy process, it is forging ahead with a new branding effort called "New and Wow!" and a private label clothing brand named Stylus. Not to be confused with athleisure, Stylus includes cardigans, "easy pants," jumpsuits, and t-shirts, all designed for an increasingly casual culture that prioritizes comfort. 

With this week's court approval for mall developers Simon Property Group and Brookfield to take it over, J.C. Penney apparently has the confidence to coin new words, in this case, "styleisure."

Read the full story at Retail Dive.