By  on September 6, 2018

J.C. Penney is breaking out another exclusive brand to try to give its fashion business a lift.

With fashion critical to Penney’s turnaround efforts, the retailer is launching Artesia, a private boho-style brand for women. It will be introduced in a big way, with nearly 400 of the retailer’s 860 stores and the company web site carrying the collection at the outset.

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