Xersion
J.C. Penney · United States
Xersion is the private activewear brand of American department store J.C. Penney, first launched in 2008. It offers performance clothing for women, men and children with inclusive sizing at value prices.
| Owner | J.C. Penney |
|---|---|
| Launched | 2008 |
| Relaunched | January 2021 |
| Signature fabric | Everair |
| Website | jcpenney.com |
What is Xersion?
Xersion is an own-brand activewear label of J.C. Penney, the American department store chain. The line first launched in 2008 and is sold exclusively through J.C. Penney stores and its website.
History
In January 2021 J.C. Penney unveiled a redesigned Xersion, the first of several private label revamps planned that year after the retailer was bought by its mall landlords Simon Property Group and Brookfield Asset Management in 2020. The relaunch responded to rising demand for activewear.
Products and positioning
Xersion covers activewear for women, men and children, with performance fabrics and inclusive sizing. The relaunched line introduced an exclusive fabric called Everair, described as breathable and moisture-wicking. Prices at relaunch ran from around 12 to 70 US dollars, placing it in the value segment.
Why it matters
Xersion illustrates how department stores use private label activewear to compete with sportswear brands on price and to capture a category that grew quickly in the early 2020s.
Frequently asked questions
Who makes Xersion?
Xersion is J.C. Penney's own activewear brand, sold in its stores and online.
What does Xersion sell?
Xersion sells activewear for women, men and children, with performance fabrics and inclusive sizing.