US retailer JC Penney is to launch a new lifestyle brand created by Polo Ralph Lauren's Global Brand Concepts.

The launch of the 'American Living' brand will be JC Penney's biggest ever, it said, including a full range of women's, men's and children's goods, as well as intimate apparel, accessories and home.

American Living will be available in JC Penney's retail stores, catalogue and website jcp.com, beginning in spring 2008.

"American Living will be an exciting new lifestyle brand for JC Penney, offering America's families inspiring style and great quality at smart prices," said Myron E Ullman, III, chairman and CEO.

"We are enthusiastic about working with Global Brand Concepts to bring American Living to our customers. For 40 years, Polo Ralph Lauren has been the leader in developing compelling lifestyle brands and we believe American Living will be an outstanding reflection of that talent and vision."

American Living is the first brand being created by Global Brand Concepts, a new group formed within the Polo Ralph Lauren Corporation earlier this year.

Global Brand Concepts will be responsible for the design, production, marketing and advertising of American Living.

Ullman added: "Our customer research clearly tells us that substantial opportunity exists within the traditional and classic lifestyle category. Bringing brands like American Living into our merchandise assortment is a key part of JC Penney's strategy to accelerate our growth, and we are looking forward to introducing it to our customers."

JC Penney is one of America's largest department store, catalogue, and e-commerce retailers, employing about 151,000 people.