LAte last week beleaguered department store retailer JCPenney announced the introduction of the Loom + Forge brand to its private brand portfolio as it attempts to reestablish the retailer as a leading home destination. Whether mixing new pieces into an existing home, or finding something that adds a decidedly modern touch, the new collection of indoor and outdoor decor, bedding, bath, window coverings, and tabletop helps customers refresh their spaces with ease and purpose.

Rich with texture, the Loom + Forge collection is designed with warm finishes, neutral shades, and quality details. From 100% cotton bedding and luxurious Turkish cotton bath pieces to beautiful marble serving trays and plush faux mink throws, each item in the Loom + Forge collection reflects thoughtful materials and artful craftsmanship. The bedding and bath assortment features OEKO-TEX-certified materials,

Michelle Wlazlo, executive vice president and chief merchant

which are tested and verified to be free of more than 300 harmful substances.

“Following a big year of strategic investment in our home portfolio, we are excited to offer our customers even more choices to create a beautiful and comfortable home,” said Michelle Wlazlo, executive vice president and chief merchant. “As we continue to reaffirm our position as a leader in home, the new Loom + Forge collection brings inviting modern style to every space – from the bath and bedroom to the kitchen, living areas, and outdoors – with current, purposeful designs.”

On the heels of introducing the celebrated Fieldcrest brand and expanding the retailer’s Linden Street private brand assortment, the JCPenney home private brand portfolio now offers something for every style – from traditional to modern. Expect more newness to come in 2021 from JCPenney in both national and private brands of all categories.