JCPenney Launches Fieldcrest As An Exclusive Brand Across Soft Home

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JCPenney launches Fieldcrest as an exclusive brand across soft home

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JCPenney launches Fieldcrest as an exclusive brand across soft home

JCPenney launches Fieldcrest as an exclusive brand across soft home JCPenney launches Fieldcrest as an exclusive brand across soft home

Product categories include bedding, bath, window and table linens

Jennifer Marks //Editor in Chief//March 4, 2021

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Plano, Texas – The legacy Fieldcrest brand has landed at JCPenny as a part of the retailer‘s exclusive merchandise portfolio.

Launching today in stores and online, Fieldcrest encompasses bedding, bath, utility, window and table linens.

The collection features plush fabrics, neutral color palettes, rich textures and details like embroidery and piping. Bedding constructions include Egyptian cotton, 100% linen, a moisture-wicking cotton and lyocell blend and percale weave. Materials in window include washed cotton velvet, cotton chambray, linen and cotton blends.

“Welcoming the Fieldcrest brand to JCPenney is a proud moment for us and a key milestone in our journey to re-establish JCPenney as a leading home destination,” said Michelle Wlazlo, executive vice president and chief merchant. “As people spend more time at home and look to refresh their spaces, this collection features elevated yet attainable pieces that make everyday luxury possible.”

Fieldcrest’s roots stretch back 125 years to textile mills in North Carolina and a century ago became the house brand for Chicago department store giant Marshall Field’s. In the modern era, it had a long run as a captive brand at Target, which itself was at one time part of the retail company that included Marshall Field’s.

Since 2007, the brand has been owned by Iconix Brand Group, which last month announced a partnership with mattress manufacturer Eclipse International to create and launch a 12-model mattress line under the Fieldcrest brand.

JCPenney is launching the collection with a dedicated home page featuring lifestyle photos as well as individual product shots.

Tags: Iconix Brand Group, Jcpenney, Fieldcrest, captive brands

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