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J.C. Penney (JCP) Stock Jumps, Launching New Plus-Size Fashion Brand

NEW YORK (TheStreet) -- J.C. Penney Co. (JCP - Get Report) shares are getting a boost, up 2.79% to $10.02 Wednesday, after the department store chain operator introduced its first-ever fashion brand called Boutique+, targeting full-figured women.

The company is teaming up with "Project Runway" winner Ashley Nell Tipton, who will serve as brand ambassador providing plus-size style tips and design two capsule collections.

"There are millions of incredibly stylish full-figured women who are seeking comfortable, well-fit...