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J.C. Penney relaunches Ana brand, puts big focus on denim

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February 11, 2020

In a quest to drive sales in its largest merchandise category J.C. Penney's is relaunching the Ana brand and putting a bigger focus on casual wear and denim merchandise.

The move comes as brand retailers battle against Amazon's online fashion offerings and other e-commerce clothing retailers. The retailer's women apparel category accounted for 22% of its net sales in 2018.

The Ana brand now boasts new products in extended sizes, according to a CNBC report.

"We have been spending a lot of time with customers," Michelle Wlazlo, executive vice president and chief merchant, told CNBC. "One thing that came out loud and clear was ... they didn't look at us as a place to buy casual."