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Polo Ralph Lauren Creates Brand for Penney

By Home Textiles Today Staff -- Gifts and Dec, 2/1/2007 7:04:00 AM

Plano, TX – Polo Ralph Lauren next year plans to launch American Living, a new lifestyle brand created exclusively for JCPenney by Polo Ralph Lauren's Global Brand Concepts, a new group within the designer brand company.

The spring 2008 launch will be the largest in JCPenney's history and will include a full range of merchandise for women, men and children, as well as home, intimate apparel and accessories. American Living will be available in stores, catalog and at jcp.com.

Global Brand Concepts will design, produce, market and advertise the American Living brand.

The deal gives Polo Ralph Lauren exposure to a more robust and rapidly growing channel than the consolidating department store realm in which its Lauren Ralph Lauren Home merchandise is confined. Attempts in the in 1990s and again in mid-2000 to extend the brand in some fashion into the specialty chain channel were quashed.

JCP is not the only mid-tier retailer with a Polo Ralph Lauren sub-brand on the drawing board for home. Rival Kohl’s last year introduced the design company’s Chaps brand in sportswear. Kohl’s executives said they expect to expand Chaps into home.

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Does anyone else note the twisted irony of a brand named American
Living that doesn't use American workers in the production of it's goods?

As a parent who had to purge WAY too many toys last year due to China's
continued attempts to poison our youth, I have held steadfast to boycott
all products made in China.

Hopefully the powers-that-be will eventually realize that an American
with a job producing these goods is more likely to be an American
consumer with the income to BUY them.

P Sutton - 2008-06-02 15:55:00 EDT

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