JCPenney is tapping into a $17.5 billion market with a new plus-size clothing line
The new line, called Boutique+, will be JCPenney's first line designed exclusively for plus-size women.
The retailer has hired reality TV star Ashley Nell Tipton, who famously was Project Runway's first-ever plus-size winner, to help promote the new brand.
Tipton will be designing two capsule collections for Boutique+.
The line will launch in May, according to an Instagram post.
"There are millions of incredibly stylish full-figured women who are seeking comfortable, well-fit clothes that offer style and versatility," Siiri Dougherty, JCPenney's senior vice president of women's apparel, said in a release. "JCPenney 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."
The plus-size market in the US is huge. The average American woman is a size 14 and 65% of US women are considered plus size.
JCPenney is trying to tap into that market with the new line. The retailer has also said it's working harder to promote in-house brands as part of its turnaround efforts. CEO Marvin Ellison told Fortune in February that zeroing in on the company's in-house brands was a key part of his business strategy.
- Saudi Arabia wants China to help fund its struggling $500 billion Neom megaproject. Investors may not be too excited.
- I spent $2,000 for 7 nights in a 179-square-foot room on one of the world's largest cruise ships. Take a look inside my cabin.
- One of the world's only 5-star airlines seems to be considering asking business-class passengers to bring their own cutlery
- Shubman Gill to play 100th IPL game as Gujarat locks horns with Delhi today
- Realme Narzo 70, Narzo 70X 5G smartphones launched in India starting at ₹11,999
- Indian housing sentiment index soars, Ahmedabad emerges as frontrunner
- 10 Best tourist places to visit in Ladakh in 2024
- Invest in disaster resilience today for safer tomorrow: PM Modi