J.C. Penney launches elevated womenswear brand Ryegrass

By

Robin Driver

Published
May 25, 2021

Plano, Texas-based department store J.C. Penney chain has announced the launch of Ryegrass, its “most elevated women’s collection yet,” which aims to offer luxury styling at accessible prices.

 
Featuring blouses, dresses, skirts, denim, shorts, vests and jackets, the brand’s debut collection has been conceived as a selection of pieces that can be layered to create effortlessly sophisticated looks.
 
The Ryegrass style combines tie-neck halter dresses, high-waisted jeans, tiered and asymmetrical skirts, and faux-suede and leather jackets with a soft color palette and details such as pleats, ruching and self-covered buttons for a vintage aesthetic. Sizes range from XS to 3X and 2-24W in stores, and 2-30W online.

“The Ryegrass collection represents how we are raising the bar in our women’s private brand portfolio to offer our customers more elevated, on-trend styles,” explained Michelle Wlazlo, J.C. Penney’s executive vice president and chief merchandising officer, in a release. “It sets the tone for J.C. Penney’s view on approachable, luxurious apparel and commitment to high-quality style at a tremendous value.”
 
Ryegrass is the fifth private-label womenswear brand launched by J.C. Penney in the space of six months, following on the heels of Stylus in fall 2020 and swimwear labels Mynah, Decree, and Sonnet Shores earlier this year.
 
These launches are part of a wider development strategy for J.C. Penney’s women’s apparel assortment that has also seen the department store retailer refresh its A.N.A A New Approach denim brand, Xersion activewear label and Liz Claiborne collection. According to the company, further additions will be made to its women’s private-label portfolio and broader brand offering throughout the year.
 
The Ryegrass brand is available now, exclusively at 400 J.C. Penney locations, as well as on the retailer’s e-commerce website.