Bed Bath & Beyond, JCPenney Feed Private Label Growth with New Lines

Bed Bath & Beyond and JCPenney are expanding their private label presence with new offerings. Bed Bath & Beyond has introduced three entirely new brands, while JCPenney is adding men’s apparel and accessories to the existing Stylus line.

The new additions at Bed Bath & Beyond mark six private label launches in five months, putting the retailer ahead of its goal in preparing for the back-to-college shopping season. The private label expansion is part of the retailer’s broader effort to rebuild its share of the $180 billion home market. The newest additions are:

  • Our Table: A line of modern kitchen items consisting of more than 1,100 products across cookware, bakeware, food prep, kitchen gadgets and utensils, kitchen linens, dining and barware;
  • Wild Sage: A collection of free-spirited pieces for the home, with almost 600 products for bedroom, bathroom, dining room and living spaces; and
  • Squared Away: A line of storage, organization, and cleaning solutions for the home featuring nearly 300 products.

“Through the use of new, data-driven line reviews, we discovered there were significant opportunities to strengthen our assortment in our kitchen, home décor and storage and organization categories,” said Joe Hartsig, EVP, Chief Merchandising Officer of Bed Bath & Beyond and President of Harmon Stores in a statement. “We identified meaningful gaps where we could bring exceptional quality, style and value to our customers and help us address unmet customer needs with these exciting new lines only available at Bed, Bath & Beyond.”

Bed Bath & Beyond is aiming to triple the sales penetration of private label brands to 30% of total sales over the next three years. The retailer is on track to have introduced a total of eight new brands by the end of February 2022.


JCPenney also is aiming to improve its fortunes through the rollout of new private label options. The retailers launched Stylus as a women’s fashion brand in fall 2020, and the expansion to men’s products will reach a whole new audience.

Stylus has been dubbed “styleisure,” a more stylish version of the popular athleisure aesthetic. The men’s Stylus collection includes quality T-shirts, polos, jogger pants, chinos, hoodies, bomber jackets and shoes.

“As our customers begin to establish new routines for work and life, the all-day versatility of the Stylus collection delivers on comfort without sacrificing style,” said Michelle Wlazlo, EVP and Chief Merchandising Officer at JCPenney in a statement. “Quality fabrics, thoughtful design and modern fits make for effortless dressing from dawn to dusk.”



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