JCPenney will introduce a new private-label brand that includes home décor for the holidays soon. Called Peyton & Parker, the line includes decorative pillows along with coordinating accessories and apparel items geared toward children. The new brand is now featured on a “look book” page on the department store retailer’s news website.Other home items include picture frames with holiday-related messages, appetizer plates, wreaths and small trees.

Peyton & Parker is positioned as a family brand, with apparel for women, men and children. According to a story about the brand in WWD, the launch date for Peyton & Parker is Oct. 19. It will be available in nearly 400 JCPenney stores and on jcpenney.com, the story said.