J.C. Penney said Tuesday that it plans to launch an Outdoor Shop, selling apparel and other excursion gear, in 100 of its roughly 830 department stores next month. The company also announced the launch of an in-house brand called St. John’s Bay Outdoor.
The Outdoor Shop will open in 100 stores and jcp.com on October 4. Men will find apparel from St. John’s Bay Outdoor, as well as three new national sportswear brands to JCPenney: American Threads, The American Outdoorsman and HI-Tec. Featured prominently within the men’s department, the Outdoor Shop will be approximately 800 square feet, featuring modern fixtures, bold graphics and stylized mannequins to inspire adventure and exploration of the great outdoors.
“As America spends more time outdoors, JCPenney is launching an entirely new outdoor category for men that delivers what he wants and what aligns with his lifestyle. Created exclusively for JCPenney by our talented in-house product development and design team, St. John’s Bay Outdoor serves as the centerpiece of our Outdoor Shop and holds a unique place in our private brand portfolio,” said Michelle Wlazlo, chief merchant for JCPenney. “With this expansion, JCPenney is taking part in the nearly $900 billion outdoor recreation industry by offering functional, durable apparel with our customer expectations at the core, all at an incredible value.”
St. John’s Bay Outdoor will be launching in approximately 600 stores and jcp.com beginning September 12. The line will feature a versatile collection of rugged shirts, jackets and pants covering “that will carry him from outdoor adventures to a guy’s night out in style.” The range includes a mix of sweaters, jackets, vests, graphic tees and woven shirts with sale prices ranging from $11.99 to $44.99. Shirt jacket features include flannel lining, Sherpa-lined washed cotton and diamond-quilted soft jersey. Performance outerwear offers waterproof seam-sealed rain jackets and quilted puffer vests.
Offered exclusively at JCPenney this fall, American Threads “embodies classic Americana with an outdoor feel designed and styled for comfort. Designed in the U.S., the brand draws inspiration from classic denim and workwear.” The assortment will include a mix of quilted vests, sweaters and jackets.
The American Outdoorsman is described as “inherently American and built for the casual adventurer.” Each item has specific features, including waterproof pockets, moisture-wicking fabric, sun protection and quick dry for temperature regulation. The range includes knits, hoodies, vests, jackets and pants.
From city to trail, Hi-Tec will feature technologies ranging from Dri-Tec Quick-Dri And Dri-Tec Waterproof, To Hi-Tec Wind Resistant, Hi-Tec Thermo And Hi-Tec Flex. The range includes shirts, pants, fleeces, vests and outerwear in a variety of styles and colors suitable for both the office and the trail.
The new outdoor brands will be featured throughout JCPenney marketing this fall, including social media. St. John’s Bay Outdoor, American Threads, The American Outdoorsman and Hi-Tec complement a robust assortment of active lifestyle brands available at JCPenney, including the retailer’s private brand, Xersion, and national brands such as Nike, Adidas, Champion and Puma.
The men’s outdoor assortment can be found at jcp.com/outdoorshop.
Photo courtesy J.C. Penney