J.C. Penney Gives a Boost to its Private Brands

J.C. Penney has created a new fast-fashion brand to attract customers who swear by the Forever 21s and H&Ms of the world. Belle + Sky is a new women’s contemporary brand that Penney added online and, this month, to 100 stores. Penney CEO Marvin Ellison talked about private-label brands during a Goldman Sachs conference Wednesday in New York. Ellison said he would like to see private brands occupy “north of 50 percent” of the store. The balance, he said, will continue to be national brands that customers expect to see at Penney, such as Levi’s, Izod and Nike.