JCPenney made headlines as being one of the struggling retailers who filed for bankruptcy during the COVID-19 crisis. The company may be in dire financial straights, but that isn’t stopping them from expanding their home bedding lineup.
The new brand is called Linden Street and is made up of comforters, sheets, and quilts. JCPenney is going for the “luxurious yet affordable” market with prices starting at $40 for a set of sheets and $90 for quilts and comforters.
JCPenney states that Linden Street sheets are designed to be used during any season. They’re also designed to be washed over and over again, and the company claims that they’ll get softer after each washing. The sheets are available in neutral colors like grey and taupe.
Senior VP Stacey Shively emphasized the “sheets for all season” idea in a company statement:
“Whether you are settling into a new place or winding down after a long day, Linden Street was designed to celebrate an aesthetic that welcomes customers home. We are excited to offer this new bedding collection as customers look to create a comfortable retreat with high-quality, inviting styles they can cherish for seasons to come.”JCPenney VP Stacey Shively
According to the release, JCPenney hopes that the new brand will represent a “fresh beginning”. Linden Street will consist of products that are made in a sustainable way. The products will be OEKO-TEX certified, ensuring that they’re free from over 300 different types of harmful chemicals. Linden Street packaging will be made out of biodegradable and recyclable materials.