Catalyst Brands, parent of JCPenney, has struck a deal with humanoid robotics producer Figure AI to establish a commercial partnership aimed at enhancing the retailing company’s supply chain efficiency.
Catalyst also owns such specialty retail banners as Aéropostale, Brooks Brothers, Lucky Brands and Nautica,
The initial phase of the partnership will begin at Catalyst Brands’ Reno, NV, Distribution Logistics Center. The retailer maintained that the deal represents a strategic investment in automation technology designed to bolster supply chain operations and support operational scalability across the Catalyst Brands portfolio.
The partners intend to automate repetitive, physically demanding sorting and packing tasks, freeing employees to focus on higher-skill functions, Catalyst noted. Figure’s next-generation humanoid robots will aid employees working with the facility’s Joey Pouch induction and sorting system. The new automation technology will further enhance a Reno facility that underwent a $40 million infrastructure update in 2024.
The agreement allows for quick scalability, providing Catalyst with options on how to align with business growth and manage seasonality in the years to come, the retailer pointed out. As they begin collaborating, the partners will identify the optimal use cases for humanoid automation across operations. The insights gathered will shape how the automation rolls out strategically to boost operations, reduce physical strain and create meaningful employee career pathways across the Catalyst portfolio.
The deal marks the first agreement between Figure and a portfolio company of Brookfield, a global investment firm that holds significant positions in Figure and Catalyst.
“As we invest in and scale our portfolio, this collaboration with Figure shows how emerging technologies can modernize our operations while strengthening our workforce,” said Marc Rosen, Catalyst Brands CEO. “When we automate routine tasks, our associates can focus on higher-value work and better serve our customers across all our brands.”
Brett Adcock, Figure founder and CEO, added, “Catalyst Brands poses a unique opportunity for Figure to partner with a company in an ambitious expansion phase. As Catalyst Brands scales its multi-brand portfolio, our humanoids provide a standardized labor solution that can be deployed across diverse industries instantly. This collaboration establishes the playbook for how AI-driven hardware can serve as a primary growth engine for modern holding companies.”
