Retailer JC Penney Company Inc is launching a new private label performance wear brand to complement the other lines on sale in its activewear departments and give customers another reason to shop at its stores.

The new range, called Xersion, "delivers style and quality at a smart price" and it being rolled out in JCPenney stores, online and in catalogue this month.

Xersion will be available for both women and men, spanning apparel, footwear and accessories.

Each item is "designed to include various features to make workouts more comfortable and effective," according to Ken Hicks, JCPenney's president and chief merchandising officer.

Xersion - which was designed, developed and sourced by JCPenney - will include performance wear tops, bottoms, jackets, footwear and socks along with sports bras and bra tanks for women.

Items in the collection also feature elements such as moisture wicking or anti-microbial properties as well as features such as no-chafe seams, reflective tape and concealed pockets for credit cards, keys or iPods.

For women, Xersion also offers built-in support tops as well as shorts with built-in shapewear.

Falling into JCPenney's 'better' pricing category, Xersion will complement existing active wear brands on sales at its department stores such as SJB Active and national brands such as Nike and Adidas.

Prices will range from $24-28 for tops, $26 for sports bras, $28 for bra-tanks, $22-26 for shorts, $34-36 for bottoms, $40 jackets and $50 for footwear.

JCPenney operates 1,074 department stores.