Penney’s launches Frye and Co., continuing assortment reboot – WWD

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JC Penney Co., continuing its efforts to enhance its assortment with exclusive products, has launched Frye and Co., a collection of Western-style clothing, shoes and handbags, which is inspired by the Frye brand best known for its boots.

In its Monday announcement, Penney’s said Frye and Co. offers “distinctive styling, classic silhouettes along with contemporary styles and sophisticated details” for men and women.

In addition to boots and bags, Frye and Co. offers “lifestyle clothing” including sherpa jackets, boho midi dresses, Fair Isle sweaters, shirts and pants “embracing core DNA of the brand when it comes to craftsmanship, quality and authenticity,” said Penney.

From the Frye and Co. collection at JC Penney.

Tony Floyd

According to Michelle Wlazlo, Executive Vice President and Chief Merchandiser of Penney, “JC Penney strives to celebrate and serve America’s diverse working families by providing style that is accessible to all and we are thrilled to partner with a brand whose history and values ​​align with ours.”

Boots are available in women’s sizes 6 through 11 and men’s sizes 7 through 13. Clothing is available in sizes XS through 3X and men’s Big & Tall. Additionally, cold weather pieces, home accessories and tech will hit shelves in late fall 2022, in time for the holidays.

For about two and a half years, Penney’s has been refocusing, relaunching and adding new private labels, including recently launching its first men’s denim lifestyle collection, called Mutual Weave.

Plano, Texas-based JC Penney Co. Inc. came close to liquidation but was pulled out of bankruptcy in December 2020 by the Simon Property Group and Brookfield Asset Management, which acquired the retail assets and operating Penney.

Frye is part of the Authentic Brands Group portfolio of over 50 media, entertainment and lifestyle brands that generate over $22.5 billion in global annual retail sales and includes Marilyn Monroe, Elvis Presley, Muhammad Ali, Shaquille O’Neal, David Beckham, Thalia, Sports Illustrated, Reebok, Eddie Bauer, Forever 21, Aeropostale, Barneys New York, Juicy Couture, Brooks Brothers and Judith Leiber, among others. The brand development, marketing and entertainment company is a strategic partner of Penney’s with Simon and Brookfield, and has been instrumental in supplying Penney’s with merchandise, such as Juicy Couture and Forever 21 brands.

While recently adding new private lines to its assortment, Penney’s has a long history of developing some sustainable private brands, including Arizona, Stafford, ana and St. John’s Bay.

“We are thrilled to extend the reach of the brand with the launch of Frye and Co. at JC Penney and to unveil distinctive new product offerings inspired by the brand’s rich heritage.”

JC Penney customers can now shop Frye & Co. shoes and accessories at 300 stores and apparel at 150 stores nationwide. The complete assortment of Frye & Co. is available at jcp.com.

“Frye is an authentic American brand that occupies a unique position in the fashion and lifestyle landscape,” said Christina Martin Pieper, senior brand vice president, lifestyle at ABG. “We are thrilled to extend the reach of the brand with the launch of Frye and Co. at JC Penney and to unveil distinctive new product offerings inspired by the brand’s rich heritage.”

Frye & Co. footwear and accessories are now available at 300 Penney’s stores. Frye and Co. clothing is available in 150 stores nationwide. The complete assortment of Frye & Co. is available at jcp.com.

This year, Penney’s celebrates 120 years in business.

From the Frye and Co. collection at JC Penney.

Tony Floyd

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