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JCPenney, Ralph Lauren Form Brand

The U.S. economy may be stumbling, but J.C. Penney Co. Chief Executive Myron "Mike" Ullman III believes its biggest brand launch ever -- an exclusive line with Polo Ralph Lauren Corp. -- couldn't happen at a better time.

"We think given this competitive climate, we are very well positioned to take market share," Ullman said.

The brand, American Living, is expected to be a billion-dollar business in the next few years, accounting for 5% of the department store chain's annual sales, Ullman said. It spans 40 categories, including women's and men's clothing, home furnishings, shoes and luggage.


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Elaine Misonzhnik

Senior associate editor Elaine Misonzhnik has been writing for National Real Estate Investor since June 2006 and has covered commercial real estate for more than 12 years. She first became...
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