Look Out Victoria's Secret, Here Comes J.C. Penney

Lately, it seems the intimate category is about as hot as the premium denim category. Almost every week you hear about a new product line from a specialty clothing retailer (the latest announcement coming from American Eagle Outfitters) or a discount department store. Long known for its in-store brand success (think Arizona Jeans), J.C. Penney is embarking on its most aggressive in-store brand launch to date: a new line of 4,000 intimate products under the name Ambrielle that will hit their stores beginning in the Spring of 2007. Nationally, Victoria's Secret has about a 30% share of the intimate market, but among teen and college women that number is closer to 42%. Analysts covering the retail sector say J.C. Penney's past successes cultivating and growing their own brands should give them a head start and an edge with the launch of the new Ambrielle line.