NEW YORK–Although home has been one of Bon-Ton’s toughest businesses, the retailer is investing in private brands for growth in the category, executives said at a Piper Jaffray retail conference this week.
Bon-Ton has expanded its Ruff Hewn apparel brand into soft home with top-of-bed products and towels. And this spring, Bon-Ton expanded its exclusive Laura Ashley ready-to-wear license into home, and it’s doing nicely, said Bud Bergren, chief executive officer, during the conference.
Today, private brands have grown to about 19 percent of sales at Bon-Ton.
Furniture has also been a bright spot for the retailer, due to the competitive tenor in the category.
For example, in the Chicago-area market, where many of Bon-Ton’s stores are based, Wicks went out of business, Bergren said. What’s more, Macy’s “changed some of its policies,” he said.