- J.C. Penney (JCP +0.7%) will launch the Belle + Sky collection in around 500 stores later this week.
- The contemporary apparel line is aimed squarely at millennial women. An omnichannel marketing approach will be used by the company to showcase the Belle + Sky styles.
- The modern women's assortment at J.C. Penney already includes Nicole Miller and Bisou Bisou.