JCPenney Launches Its First Plus-Size Private Brand


Because every body deserves great style, department store JCPenney is introducing Boutique+, its first-ever plus-size fashion Private Brand designed exclusively for the full-figured woman. To celebrate its debut in 500 stores and at beginning May 1, JCPenney will partner with Project Runway winner Ashley Nell Tipton who will serve as brand ambassador and design two upcoming capsule collections. Boutique+ is a plus-size lifestyle collection designed for the millennial shopper. The new line was conceived and created by a dedicated team of JCPenney design, trend and product experts who ensure the colors, prints and fabrics of Boutique+ flatter and fit curvy silhouettes. The addition of Boutique+ to the retailer’s private brand portfolio will give a new generation of women more reasons to shop JCPenney.

jcpenney_boutique_plus1“There are millions of incredibly stylish full-figured women who are seeking comfortable, well-fit clothes that offer style and versatility,” said Siiri Dougherty, senior vice president of women’s apparel at JCPenney. “JCPenney is committed to winning her loyalty by designing an entirely new modern brand made just for her and creating a dedicated shopping environment that respects her time and budget with a greater selection of affordable plus-size fashion that takes into account diverse body types.”

Starting this spring, designer Ashley Nell Tipton, Project Runway season 14 winner, will serve as a brand ambassador providing her expertise on plus-size style for the millennial woman. Tipton has the distinction of being the first designer to present a plus-size collection during the Project Runway finale. For fall and holiday, she will introduce an exclusive JCPenney capsule collection, “Ashley Nell Tipton for Boutique+,” marking the first time that her designs have been made available by a national retailer.


“I am thrilled to be a part of the JCPenney Boutique+ brand launch and have an opportunity to design a contemporary line that appeals to the wants and needs of plus-size women,” said Ashley Nell Tipton. “I look forward to infusing my signature style that is known for distinct designs in bright hues and bold patterns that appeal to young fashionistas looking for clothes that make them feel as good as they look.”

The Boutique+ brand offers feminine silhouettes, edgy patterns and bold colors. For spring, Boutique+ will showcase avant-garde styles inspired by the ‘70s. In stores and at, shoppers will find a collection of femme tops and dresses infused with floral and paisley prints and vintage denim. Trendy fashion pieces include fringe tanks, tiered blouses and pleated skirts ranging in sale price from $12.99 for a top to $39.99 for a jacket.

jcpenney_boutique_plus4A Sizeable Statement in Stores
In addition to introducing the Boutique+ brand of clothing this spring, JCPenney is also debuting an all-new in-store concept called “The Boutique” in nearly 200 stores. This new environment will give the full- figured customer an elevated environment for shopping a curated assortment of classic and modern fashion from exclusive and Private Brands such as a.n.a, Boutique+, Liz Claiborne, Worthington, Alyx and Bisou Bisou. Designed to resemble a boutique shopping environment, these newly revamped areas feature sleek new fixtures, contemporary graphics and accent walls, as well as a display of plus-size mannequins to show how various outfits can be pulled together and complement a curvy figure. Ranging in size from 980 to 2,800 square feet, The Boutique will be a one-stop shopping destination for plus-size casual sportswear, denim and active wear, as well as a collection of handbags, fashion jewelry and accessories to complete any look.

The Boutique collection of brands will also be available at where customers will find extended sizes up to 30w and 5x.jcpenney_boutique_plus5

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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.