Finding Solitude at JCPenney
Santa Barbara, Calif.–based Solitude has been striving for years to gain national exposure. Now, after eight years in the industry, the company is going to get its wish in a big way.
Solitude has just inked a deal to launch its California- and beach-lifestyle brand for men exclusively in 500 JCPenney stores nationwide, beginning in February.
Former pro surfer Shaun Tomson and his fashion-designer wife, Carla Tomson, launched the company in 1998. In August, the couple sold Solitude to Atlanta-based Oxford Industries, owner of the Tommy Bahama, Indigo Palms, Island Soft, Ben Sherman, Ely and Walker and Oxford Golf brands and licensee of certain products under the Tommy Hilfiger, Nautica, Geoffrey Beene, Slates, Dockers and Oscar de la Renta labels.
“Prior to the sale, we had a meeting with JCPenney and they were very interested in bringing our brand into their stores,” Tomson said. Under the new deal, Oxford will produce and distribute the Solitude line for JCPenney stores, as well as on the company’s Web site, www.jcpenney.com. The Tomsons will remain onboard with Solitude for the foreseeable future.
“JCPenney is bringing in hipper product lines and elevating its lifestyle concept—and we’re excited to be part of that,” Tomson said. “We’re very excited to finally have a national presence.” In the past, Solitude has mainly been sold at specialty retailers and, occasionally, at some department stores.
Consumers will notice a change in the line’s price points. “We were well-known for our woven shirts that used to retail for $75–$100,” Tomson said, “Now the same shirts will sell for $42, by virtue of economics and scale.” —Erin Barajas
