J C Penney Company Inc (NYSE: JCP) revealed it was launching Boutique+, which was its first-ever plus-size fashion brand. According to the company, it was exclusively for the women.
J C Penney also indicated it would align with Project Runway winner Ashley Nell Tipton as part of its celebration of its debut in 500 stores. The event is slated for May 1. The company indicated Tipton would be its brand ambassador to involve in two upcoming capsule collections.
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The chain of the retailer's SVP of women's apparel, Siiri Dougherty, commented, "There are millions of incredibly stylish full-figured women who are seeking comfortable, well-fit clothes that offer style and versatility. JC Penney is committed to winning her loyalty by designing an entirely new modern brand made just for her and creating a dedicated shopping environment that respects her time and budget with a greater selection of affordable plus-size fashion that takes into account diverse body types."
J C Penney said the new line was conceived and created by a dedicated team of design, trend and product experts. It was their responsibility to ensure the colors, prints and fabrics of Boutique+ flatter and fit curvy silhouettes.
Shares of the company shed 0.72 percent on Tuesday.
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