JCPenney said it is looking to renew the company’s authority in the home category with initiatives to boost its own-brand presence.
JCPenney is expanding its Jenny Martinez product lineup, adding to the existing kitchen assortment and debuting products for the rest of the home. The retailer is also rolling out its Laura Ashley Home collection to stores after previously offering it as an online exclusive.
The retailer noted that chef and content creator Martinez has built a community of 3.7 million on TikTok and, for the past two years, has partnered exclusively with JCPenney on a cooking-and-eating product assortment. During that time, as she worked on her collection, JCPenney pointed out that Martinez had helped create bold, accessible cookware and entertaining essentials for American kitchens. Now, JCPenney is introducing its Jenny Martinez product line, inspired by her hometown of Chapala, Mexico, to bedroom, bath and other household spaces.
With the expansion, the Jenny Martinez Home Collection (pictured above) includes richly patterned bedding, decorative pillows, throws and coordinating bath essentials, JCPenney pointed out. Price points start at $17.99 for new bed and bath items designed for easy and affordable mixing and layering. The relaunched Martinez lineup also features fresh tableware, cookware and kitchen tools.
“I love celebrating my Mexican heritage by sharing my favorite recipes with my followers, but the culture is so much more: it’s a lifestyle,” Martinez said in introducing the collection update. “While the kitchen has always been the heart of my home, I’m now bringing that same passion and inspiration from my kitchen into every room. From bedding, throws, and pillows to the textures, patterns and vibrant colors, this collection is about making your home beautiful.”
In addition, JCPenney is bringing Laura Ashley Home into stores for the first time, giving shoppers the opportunity to see, touch, and feel the lineup before purchase. The collection showcases Laura Ashley’s signature British countryside aesthetic across bedding and bath and even includes a couple of tea kettles. The upcoming JCPenney Presidents’ Day promotion, running from February 2–22, the company indicated, will emphasize the collection, just in time for peak home refresh season.
JCPenney maintained that the company is building on 2025 momentum in its home business and entering 2026 with a focus on design-led style, trusted quality and significant value for America’s diverse working families. The new brand initiatives strengthen JCPenney’s home portfolio by stressing distinct design identities ranging from expressive maximalism to classic elegance, the company added, making it easier for shoppers to find styles they appreciate at prices that fit their lifestyles.
“Our strategy is simple: deliver standout design and quality at an exceptional value,” said Kevin McGhee, JCPenney’s senior vice president and general merchandising manager. “With partners like Jenny Martinez and iconic brands like Laura Ashley, we’re saying yes to style, yes to affordability and yes to helping customers create homes they’re proud of, room by room.”
