JCPenney and SPARC Group have announced the formation of a new organization, Catalyst Brands, uniting six iconic retail banners to embody the essence of American style. This venture combines SPARC Group’s brands—Aéropostale, Brooks Brothers, Eddie Bauer, Lucky Brand, and Nautica—with JCPenney and its private labels, including Stafford, Arizona, and Liz Claiborne.
Over the past three years, Catalyst Brands has served more than 60 million customers through a vast distribution network of owned stores, e-commerce platforms, and wholesale partnerships. With over $9 billion in revenue, 1,800 store locations, 60,000 employees, and $1 billion in liquidity, the organization is positioned to deliver substantial strategic and operational value.
Catalyst Brands is a joint venture resulting from an all-equity transaction between JCPenney and SPARC Group. Key shareholders include Simon Property Group, Brookfield Corporation, Authentic Brands Group, and Shein. The organisation has also divested the US operations of Reebok and is exploring strategic options for Forever 21, according to its press release.
Marc Rosen, formerly CEO of JCPenney, will lead Catalyst Brands as CEO, supported by three brand CEOs. Michelle Wlazlo has been promoted to Brand CEO of JCPenney, while Natalie Levy will oversee Aéropostale, Lucky Brand, and Nautica. Ken Ohashi will manage Brooks Brothers and Eddie Bauer in his expanded role as Brand CEO. Kevin Harper, previously with Walmart, joins as Chief Operating Officer and Marisa Thalberg assumes the role of Chief Customer and Marketing Officer.
“Catalyst Brands brings together the rich heritage of six unique brands with modern energy and a new vision for success. The word ‘Catalyst’ reflects our drive to accelerate innovation and energy and amplify the impact of this powerhouse portfolio. Together, we bring scale, expertise and broad appeal to customers across America,” explained Rosen. “For us, customers are at the heart of what we do. We have a shared belief that customers deserve fashion and style of great quality for any moment in life. We will leverage our resources and best-in-class industry talent to grow our brands further.”
Catalyst Brands caters to diverse market segments with its wide-ranging portfolio. From formal and business attire by Brooks Brothers to casual youth fashion by Aéropostale, outdoor gear by Eddie Bauer, and everyday essentials for families by JCPenney, the company delivers comprehensive consumer offerings. It leverages its strengths in product design, sourcing, and supplier relationships, along with advanced data analytics and AI technologies, to optimise supply chain operations and deepen customer engagement.
“Our relationships with more than 60 million customers and the deep data we have create a compelling consumer value proposition across our brands. We can design a more personalised shopping experience, offer unified loyalty and credit card programmes, and ultimately, cross-sell more effectively. That’s one example of the many benefits we’ll see in this combination,” Rosen added. “With a clean balance sheet, we’re in a great position to move forward.”
Headquartered in Plano, Texas, at JCPenney’s current corporate location, Catalyst Brands also operates offices in New York, Los Angeles, and Seattle.
