J.C. Penney is introducing a new private label brand, Peyton & Parker, developed to help moms create effortless yet coordinated styles for family and home.
Introduced in time for the holiday, the brand debuts with a Christmas-oriented flavor including throw pillows in a red and green-dominated plaid and tabletop items embellished with similar patterns. In addition to home décor and housewares, Peyton & Parker rolls out with an extensive assortment of apparel, accessories and shoes.
J.C. Penney noted that it would offer the line seasonally in limited-edition capsule collections beginning with the holiday lineup. The collection will appear in 400 stores and at jcpenney.com beginning October 19. The line will receive prominent displays next to the women’s department in stores so shoppers can find coordinating looks for family and home at one pause.
To promote the new brand, J.C. Penney developed an influencer campaign as well as email, social and digital marketing promotions.
“We were inspired to create a line that made it easy for mom to dress her family and decorate her home, creating a picture-perfect moment for all of her social media channels,” said Val Harris, svp/product development and design for J.C. Penney. “Peyton & Parker is the company’s first cross-divisional private brand in many years and was created by our incredibly talented product development and design team who saw a void in our assortment for a family lifestyle brand. The holidays are a critical shopping period and by introducing new brands, such as Peyton & Parker, we will drive traffic and invite new and loyal customers to discover what J.C. Penney has to offer this season.”