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JC Penney

JC Penney - Front


When JC Penney launched Ambrielle, their first private label intimate apparel brand, the corporation felt an overwhelming need to redesign the department it would be sold in.
The restructuring turned the stuffy department into a lingerie boutique within the store.

"Ambrielle offers our modern lifestyle customer the fashion and quality she would find in a specialty store, but at a much smarter price," said Myron Ullman, chairman and chief executive officer. "It represents our focus of listening intently to what our customers want and then offering them lingerie indulgences in an environment that is both easy and exciting. In our redesigned intimate apparel departments, our customers will find what they need, with the help of knowledgeable salespeople, offering merchandise in the widest range of sizes and selection available."

JC Penney's new lingerie boutiques feature specially designed fixtures and graphics for easier shopping, fittings rooms with seating and larger mirrors, separate branded shopping bags and cash registers and certified bra fit specialists. JC Penney currently operates 1,039 stores, the larger of which received a complete renovation. For smaller stores, the company formulated an edited version of the redesign.

Ambrielle makes up more than 25 percent of these new boutiques. They also carry national brands such as Maidenform, Bali and Playtex. Additionally, JC Penney exclusive designer brand, Bisou Bisou, is carried in the boutiques for trendy, fashion-forward customers.

"With a new, smartly priced, sensual lingerie brand, a better selling environment and a more defined assortment, our intimate apparel business has been reenergized and resonates deeply with our customers," said Kate Parkhouse, public relations coordinator for the brand.

The new boutiques reflect the perfect environment for the stores brand. Ambrielle is a modern lifestyle brand focused on self indulgence, innovation, quality and fit, while being offered at a smart price. Styles are sensual, rather than overtly sexy, the brands main focus being on stimulating a woman's capacity for enjoying the pleasures of the senses.

"We felt it was time to bring our lifestyle merchandising initiative to our intimate apparel department," said Parkhouse. "We knew we had a big opportunity to reposition and reenergize our intimate apparel business, by creating a desirable, focused brand."

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