JCPenney and Ralph Lauren Collaborate on American Living

Tony Gutierrez, AP

By Phebe Hunnicutt

On the heels of its partnership with high-end cosmetics giant Sephora, J.C. Penney is continuing its efforts to lure younger, trendier customers to its locations. The department store chain has teamed up with Polo Ralph Lauren Co. to create the largest brand launch in J.C. Penney's history. The new line, American Living, will cover 40 retail categories ranging from men's and women's apparel to shoes and luggage, and promises to bring the lifestyle Lauren is known for to J.C. Penney customers -- for less.

In keeping with Ralph Lauren's association with luxury, American Living is positioned to be the top ticket at J.C. Penney stores, retailing for about 15% above current elite lines like Liz & Co. and Jones Wear. Speaking to the Associated Press J.C. Penney Co. Chairman and CEO Myron Pullman III said "We think given this competitive climate, we are very well positioned to take market share."

American Living will be available online beginning February 19 (items have already begun rolling into stores, with dresses running about $100) and plans for expansion into additional categories, including infant clothing, are set for fall.