JCPenney is bringing the great outdoors inside with the launch of St. John’s Bay Outdoor, a new category designed to build on the strength of the retailer’s long-standing men’s private brand. Launching in approximately 600 stores and jcp.com beginning September 12, the collection of rugged shirts, jackets and pants will carry wearers from outdoor adventures to a guy’s night out in style. Additionally, JCPenney is launching an Outdoor Shop in select stores in October, featuring St. John’s Bay Outdoor, along with American Threads, The American Outdoorsman and HI-TEC.

“As America spends more time outdoors, JCPenney is launching an entirely new outdoor category for men that delivers what he wants and what aligns with his lifestyle. Created exclusively for JCPenney by our talented in-house product development and design team, St. John’s Bay Outdoor serves as the centerpiece of our Outdoor Shop and holds a unique place in our private brand portfolio,” said Michelle Wlazlo, chief merchant for JCPenney. “With this expansion, JCPenney is taking part in the nearly $900 billion1 outdoor recreation industry by offering functional, durable apparel with our customer expectations at the core, all at an incredible value.”

St. John’s Bay Outdoor was developed with the technology to withstand regular outdoor activity and the style for him to look great while wearing it. The new line for men includes a mix of sweaters, jackets, vests, graphic tees and woven shirts with sale prices ranging from $11.99 to $44.99. Shirt jackets are reimagined with options including flannel lining, Sherpa-lined washed cotton and diamond-quilted soft jersey. Performance outerwear offers functionality no matter the weather with waterproof seam-sealed rain jackets and quilted puffer vests, the season’s must-have layer to keep customers warm and stylish.

The Outdoor Shop

As the retailer continues to evolve its merchandise strategies, JCPenney is launching an Outdoor Shop in 100 stores and jcp.com on October 4. Men will find apparel from St. John’s Bay Outdoor, as well as three new national sportswear brands to JCPenney: American Threads, The American Outdoorsman and HI-TEC. Featured prominently within the men’s department, the Outdoor Shop will be approximately 800 square feet, featuring modern fixtures, bold graphics, and stylized mannequins to inspire adventure and exploration of the great outdoors.

  • Offered exclusively at JCPenney this fall, American Threadsembodies classic Americana with an outdoor feel designed and styled for comfort. Designed in the U.S., the brand draws inspiration from classic denim and workwear. The assortment will include a mix of quilted vests, sweaters, and jackets, among other fall must-haves in the Outdoor Shop and online.
  • Inherently American and built for the casual adventurer, The American Outdoorsman is always ready to perform with quality, function, and style. Each item has specific features, including waterproof pockets, moisture-wicking fabric, sun protection and quick dry for temperature regulation. Customers will be able to shop a mix of The American Outdoorsman knits, hoodies, vests, jackets, and pants.
  • From city to trail, HI-  comfort anywhere. Designed with technology, ranging from DRI-TEC QUICK-DRI and DRI-TEC WATERPROOF, to HI-TEC WIND RESISTANT, HI-TEC THERMO and HI-TEC FLEX, the brand offers performance and style anywhere. The Outdoor Shop at JCPenney will offer shoppers shirts, pants, fleeces, vests, and outerwear in a variety of styles and colors suitable for both the office and the trail.

he new outdoor brands will be featured throughout JCPenney marketing this fall, including social media. St. John’s Bay Outdoor, American Threads, The American Outdoorsman and HI-TEC complement a robust assortment of active lifestyle brands available at JCPenney, including the retailer’s private brand, Xersion.

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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.