"Shaq" OíNeal has a new big and tall menís
clothing brand at J.C. Penney. The 7-foot-tall former
NBA star has been a brand ambassador with Penney since
March appearing in the Plano, Texas-based retailerís
relationship has evolved into the Shaquille OíNeal XLG
brand which will be in about 350 Penney stores and
online on Sept. 13.
will help Penney strengthen its already significant
special size business, said James Starke, senior vice
president and head of merchandising at Penney.
is the largest big and tall retailer among the
department store chains.
the second quarter, big and tall menís sales posted a
double-digit percent sales increase. Penney is giving
Shaq credit for much of that gain. Clothing he wears in
Penneyís print and digital pieces have doubled the
sell-through of other items, the company said.
the 12 months ended in June, NPD Group said the menís
big-and-tall category was about 10 percent of the $64
billion annual menís business. Penney may be grabbing
some market share in the category. Menís big-and-tall
category sales were down 3 percent in the U.S. and total
menís was down 1 percent, according to NPD.
NBA start is the second professional athlete to work
with Penney menís apparel business.
NFL star Michael Strahanís tailored and athleisure
apparel brands have been strong sellers for Penney.
Strahan started out with suits in 2015 and then added
casual and athletic apparel in 2016.
is a hands-on partner that, to this day, is still fully
engaged in the conception of all Michael Strahan brands
ó Collection and MSX," said Penney spokesman Joey
brand will only be made for the big and tall customer
and there will be a small crossover with Strahan who has
a limited number of items in big and tall.
OíNeal XLG includes more than 60 styles of menís
suited separates up to size 60, dress shirts, extra long
ties and belts up to size 4XL. Suits are priced at
$199.99 and shirts at $32.50. Clothing has been designed
for comfort with cooling technology and stretch fabrics
and flex collars.
always partnered with trusted, quality brands that have
personal meaning to me, and Iím beyond excited to
expand my relationship with J.C. Penney," OíNeal
said in a press release. "Every big guy should have
the opportunity to bring the sexy like I do," OíNeal
apparel will fit guysí frames and wallets, he said. A
few years ago he had a line with Macyís.
Penney had some strength in menís and womenís and
childrenís apparel in the second quarter reported last
week, the companyís home sales declined and it had too
much inventory store-wide. The retailer managed a 0.3
percent same-store sales increase, but widened its loss
and lowered its outlook for the year. Its stock price is
trading at historic lows.