Major retailer launches new performance brand
US retail group JC Penney has announced the launch of a new private-label brand of performance apparel, footwear and accessories called Xersion. The company said it had timed the launch to coincide with the start of the Beijing Olympics.
Company president and chief merchandising officer, Ken Hicks, said on announcing the new line: “Today, working out is an integral part of our customers’ lives. They demand a lot of themselves and their workout is no different. Xersion was created with action and motion in mind for active men and women, with each item designed to include various features to make workouts more comfortable and effective.”
The company said it had designed, developed and sourced the products that make up the Xersion brand itself. The range will include performance wear tops, bottoms, jackets, footwear and socks, along with sports bras and bra tanks for women. Performance attributes on offer will include moisture-management and anti-microbial properties, as well as no-chafe seams, reflective tape and concealed pockets for credit cards, keys or iPods. For women, Xersion also offers built-in support tops as well as shorts with built-in shapewear.
Xersion
prices will range from $24–$28 for tops, $26 for sports bras, $28 for
bra-tanks, $22–26 for shorts, $34–36 for bottoms, $40 jackets and $50
for footwear.
