JC Penney Says Private Brands Are Key to Winning Online

JCPenney

Department store retailer J.C. Penney posted online and total sales increases for Q3, and a strategic initiative for the retailer that is driving those increases is its private brands, which account for more than half of total sales.

In a conference call with analysts, CEO Marvin Ellison said “It is our belief that if we grow our private brand penetration and position these goods online, we will grow our top line, protect our bottom line and have differentiation from pure-play e-commerce competition.”

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.