JCPenney has launched another private label brand, Loom + Forge, as part of its mission to reinvent itself as a destination for home products. The new collection includes indoor and outdoor décor, as well as bedding, bath, window coverings and tabletop goods with “a decidedly modern touch. Earlier this year, JCPenney became the exclusive distributor of the Fieldcrest line of bedding, bath, utility and window products, reflecting the retailer’s ambition in home goods. JCPenney said to expect more to come throughout the year in both national and private brands of all categories. Meanwhile, Bed Bath & Beyond has also been investing in private label brands for the home, including Nestwell, which launched in March.