US retailer JC Penney Company is promoting three executives to expanded duties in a new senior merchandising leadership structure.

The newly organised senior merchandising team will be led by Jeffrey J Allison, Steven Lawrence and Elizabeth H Sweney, each of whom will now have the title executive vice president and senior general merchandise manager.

Under the new structure, Allison will lead home, custom decorating and now fine jewelry. Lawrence will now oversee children's in addition to the men's division, while Sweney will lead shoes and women's accessories in addition to women's apparel, a statement said.

JC Penney chairman and chief executive officer Mike Ullman said: "JC Penney's senior merchandising team is made up of highly skilled, seasoned executives with a clear understanding of what our customers want and how best to respond to that demand with merchandise that reflects exciting style and the combination of quality and affordable pricing that is our hallmark.

"It is enormously gratifying to see the progress they are making to ensure JC Penney's long-term success. We have a terrific pipeline of talented people and I am delighted to continue to lead this world class team in the coming years."