JCPenney has introduced a new private apparel brand for the women's market called a.n.a. The company said the brand was its largest and fastest launch to date as well as being the company's first private brand launched simultaneously in all stores and in all size ranges - misses', petites and women's.

The a.n.a brand will offer a modern-casual lifestyle wardrobe of related fashion separates, priced from US$18 to $80. a.n.a. will debut this month in all JCPenney department stores.

The company said a.n.a represents "a new approach".

"Private brands are a key strength for JCPenney, and a.n.a is by far the largest brand launch we've ever undertaken right out of the box," said Myron E. (Mike) Ullman III, chairman and chief executive officer.

"The line was developed based on clear feedback from our customers, who wanted a fun line of fashionable casual and weekend wear. With the strength of our design team, our worldwide sourcing organisation and an industry-leading planning and allocation infrastructure, we were able to develop the right product and bring it to our customer across all of our distribution channels in record time, the fastest in JCPenney's history."