Department store chain JCPenney has launched a new business-to-business (B2B) website as the US retailer looks to boost support for companies and non-profit organisations who want to buy at bulk-order prices.

With the move, the retailer aims to simplify the process for its B2B customers who order products from the retailer in large quantities.

JCPenney offers a wide range of products, including clothing, footwear and jewellery, beauty products, home furnishings, eyewear, electronics and toys. As of January 2025, the retailer has 659 stores across the US.

The new tool, managed by JCPenney's business solutions team, offers an online catalogue and customised support for organisations.

It also provides exclusive access to a wide range of products in a variety of sectors, from home and footwear departments to children's school uniforms and men's and women's clothing.

Clients will be able to browse across a range of brands including St. John’s Bay, Liz Claiborne, Worthington, Stafford, Cooks by JCPenney.

After registering, B2B clients will have access to a digital personalised support, with a member of staff providing support during product research, with options to choose products in personalised sized and colours.

The company said it is also launching more capabilities in the second quarter of the year to support online voucher purchasing programmes.

Wendy Santana, vice president of business development at JCPenney sad: “JCPenney has a long legacy of serving as a great partner in our communities and we are excited to continue building on that distinction as we grow our number of bulk order customers.”

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