JCPenney Introduces St. John’s Bay® Outdoor Lifestyle Apparel for Men Rooted in Rugged Tradition
September 10 2019 - 8:28AM
JCPenney [NYSE: JCP] is bringing the great outdoors inside with the
launch of St. John’s Bay® Outdoor, a new category designed to
inspire and serve customer experiences and build on the strength
and relevance of the retailer’s popular men’s private brand.
Launching in approximately 600 stores and jcp.com beginning Sept.
12, this versatile collection of rugged shirts, jackets and pants
will carry him from outdoor adventures to a guy’s night out in
style. Additionally, JCPenney is launching an Outdoor Shop in
select stores in October, featuring St. John’s Bay Outdoor, along
with American Threads®, The American Outdoorsman® and HI-TEC®, just
in time for cooler weather and increased outdoor excursions.
“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 billion1 outdoor recreation industry by offering
functional, durable apparel with our customer expectations at the
core, all at an incredible value.”
Take a hike with St. John’s Bay
Outdoor
St. John’s Bay Outdoor was developed with the
technology to withstand regular outdoor activity and the style for
him to look great while wearing it. The new line for men includes a
mix of sweaters, jackets, vests, graphic tees and woven shirts with
sale prices ranging from $11.99 to $44.99. Shirt jackets are
reimagined with options including flannel lining, Sherpa-lined
washed cotton and diamond-quilted soft jersey. Performance
outerwear offers functionality no matter the weather with
waterproof seam-sealed rain jackets and quilted puffer vests, the
season’s must-have layer to keep customers warm and stylish.
Introducing the Outdoor
Shop
As the Company continues to develop merchandise
strategies to support customers and the way they live their lives,
JCPenney is launching an Outdoor Shop in 100 stores and jcp.com on
Oct. 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.
- 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, among
other fall must-haves in the Outdoor Shop and online.
- Inherently American and built for the casual adventurer,
The American Outdoorsman is always ready to
perform with quality, function and style. Each item has specific
features, including waterproof pockets, moisture-wicking fabric,
sun protection and quick dry for temperature regulation. Customers
will be able to shop a mix of The American Outdoorsman knits,
hoodies, vests, jackets and pants.
- From city to
trail, HI-TEC is renowned for its ability to
deliver comfort anywhere. Designed with unparalleled technology,
ranging from DRI-TEC QUICK-DRI and DRI-TEC WATERPROOF, to HI-TEC
WIND RESISTANT, HI-TEC THERMO and HI-TEC FLEX, the brand offers
performance and style anywhere. The Outdoor Shop at JCPenney,
both in stores and online, will offer consumers 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®.
To view the entire men’s outdoor assortment,
visit www.jcp.com/outdoorshop
To download the press release and access lifestyle marketing
images, please
visit jcpnewsroom.com/news-releases/2019/0910_mens_sjb_outdoor.html
JCPenney Media Relations:(972)
431-3400 or jcpnews@jcp.com; follow us at @jcpnews
About JCPenney:J. C. Penney
Company, Inc. (NYSE: JCP), one of the nation’s largest apparel and
home retailers, combines an expansive footprint of approximately
850 stores across the United States and Puerto Rico with a powerful
e-commerce site, jcp.com, to deliver style and value for all
hard-working American families. At every touchpoint, customers will
discover stylish merchandise at incredible value from an extensive
portfolio of private, exclusive and national brands. Reinforcing
this shopping experience is the customer service and warrior spirit
of approximately 95,000 associates across the globe, all driving
toward the Company's mission to help customers find what they love
for less time, money and effort. For additional information, please
visit jcp.com.
# # #
1 2017 National Recreation Economy Report, Bureau of Economic
Analysis, Personal Consumption Expenditures by Type of Product
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