Penney chief merchant Michelle Wlazlo, a former Target merchandising exec who joined the department store chain earlier this year, said the company was trying to “tak[e] part in the nearly $900 billion outdoor recreation industry.”
Men’s apparel has been a relative strength for Penney in recent quarters, with activewear, and big and tall categories performing well.
The new line marks an effort to expand Penney’s reach and keep current — the kind of thing the retailer has been criticized for not doing in years past. In women’s apparel especially, Penney has struggled to stay relevant. It fell behind the curve on women’s apparel, missing the shift to more casual and activewear products.
