US department store retailer JC Penney Company Inc has announced nine new appointments as part of ongoing plans to overhaul its business, including the promotion of Liz Sweney as chief merchant leading the reinvention of its apparel portfolio.

Other hires include Mike Fisher, who joins the retailer from Apple as senior vice president of visual presentation to oversee the company's new store experience.

And Anne Cashill, the former VP of merchandising at Coach Inc, will oversee key brands including Liz Claiborne, Martha Stewart and l'amour Nanette Lepore.

"As we fundamentally re-imagine every aspect of our business, we're tapping into the best internal and external talent in the industry," said JCPenney president Michael Francis.

"We're focused on building a world-class organisation that will be instrumental in delivering a revolutionary shopping experience that is unlike anything that exists in retail today. We will continue to look both internally and externally as we build an organisation to accomplish this goal."

Liz Sweney's promotion is part of plans to reinvent JCPenney's product portfolio. She most recently served as executive vice president and senior general merchandise manager, and will now be responsible for all divisions - women's, men's, children's, footwear, jewelry, accessories, handbags and home.

In her new capacity, she has promoted Siiri Dougherty to SVP, general merchandise manager of women's apparel; and Liz Asay to SVP, Sephora inside JCPenney.

The team tasked with building a portfolio of global brands and developing store services and attractions includes Brian Robinson, who joins from Target as VP, marketing and design partnerships.

Katheryn Burchett has been promoted to SVP, merchandising and marketing integration; Bill Gentner has been appointed SVP, strategic brands, responsible for reinvigorating private brands such as The Original Arizona Jean Company and Xersion; and Steve Seabolt is the new SVP, strategic brand alliances.

Leading the JCPenney brand makeover are Eric Hunter as SVP of marketing and company veteran Greg Clark, who has been promoted to SVP, creative.

The retailer, which operates 1,100 stores, is in the process of revamping its offer, with a new pricing strategy, plans to re-invent the store experience, a new brand identity and a number of new brands.