By  on April 27, 2014

Bon-Ton Stores Inc., which needs to find a new chief executive officer and is grappling with difficult sales trends, could use a lift. It’s turning to private brands as part of the solution.

For fall, Bon-Ton is launching Ruff Hewn Grey, a younger, edgier and dressed-up version of the store’s Ruff Hewn brand. In addition, Ruff Hewn home and jewelry collections are being launched, and Exertek, currently a women’s active private label, is expanding to men’s. The Milwaukee-based regional department store operator isn’t letting up on supporting other private brands in the stable, which includes Laura Ashley for women and LivingQuarters in home and John Bartlett for men’s wear.

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