JC Penney in 1957 or so decided to make the move to shopping malls (prior to that they were in downtown shopping districts, or, starting right after the war, moving into suburban strip shopping centers. There's a Harvard Business School (I think) case on JCP in the 50s. Anyway, they were putting up these shiny 200k sqft stores and needed more to put into them than just clothes and dry goods (which filled up 50k sqft strip center stores...the store at Hampton Village, Missouri near St. Louis was their prototype). Anyway, they needed to get a full line into these stores (plus provide a place for men to shop) so they moved into tools and white/brown goods. Interestingly, though, they did this in a relatively focused manner into the suburban areas of the 50 largest metro areas, leaving their small town base untouched (which provided them the cash to do the switch). Also, they set up a credit card business (again, to allow them to complete with the other full-line department stores.
They also bought a catalog company in the early 60s as well (they weren't in the catalog business before that). Apparently that catalog company was quite advanced/computerized in comparison to Sears/Wards/Spiegel. It was more a soft-goods catalog, though (they didn't put as much of the hardlines in as Sears/Wards did), but they did roll it out nationwide (it wasn't much of a leap for the small dry-goods stores to put in a catalog desk.
So you had new buildings, a credit business, and a need to fill those stores...which launched their white/brown goods program. They had to find partners for each line of appliance/TV/radio, and probably had a tough time of it (think of the options for laundry alone around 1960...Whirlpool...spoken for. Westinghouse...weird and already working with Wards. Maytag...too premium to be a full-line provider in competition with Sears/Wards. Frigidaire---too weird and unique. Beam et al...spoken for (Western Auto/Gambles/AMC). Kelvinator---too weird. Blackstone...too premium and provincial (remember, they needed to get the entire country covered). So hat in hand they went to GE---appropriate scale, had 2 lines so could mix and match parts to create a unique offering, good locationally (Louisville/Chicago/Milwaukee)...
So JCP cobbled together a full-line of white/brown goods which they sold for about 23 years until they got out of the business. They rode the business for about as long as they wanted to (they had better geographic coverage than Wards, and were better financed, but they came at being a nationwide retailer differently than Sears (Sears started with hard goods everywhere and added softlines where warranted--JCP did the reverse.
We had a neighbor who had an avocado JC Penney washing machine.
(I saw a cute youtube recently for an 89 year old woman who has a 1962 Mercury Comet with about a million miles on it...she bought a JCPenney battery in 1980 or so with a lifetime warranty and keeps getting a new battery (now from Firestone) every several years).
Each of the catalogue houses/buying groups had a similar calculation to make...which manufacturer of white/brown goods gives us the best coverage of our store/customer base.