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JCPenney to launch its largest brand
21
Feb '08
J. C. Penney Company Inc announced the launch of American Living, a new, comprehensive lifestyle brand created exclusively for JCPenney's classic traditional lifestyle customer by Global Brand Concepts, a division of Polo Ralph Lauren.

The largest brand launch in JCPenney's history, the American Living collection includes a full range of apparel for women, men and children, along with footwear, accessories and home furnishings and textiles. Beginning this month, American Living merchandise can be found across JCPenney's integrated shopping channels - in nearly 600 stores, online at jcp.com and catalog.

"American Living truly differentiates JCPenney in the retail marketplace. Nowhere else but JCPenney will customers find this level of updated classic style and impeccable quality at such a smart price," said Myron E. (Mike) Ullman, III, chairman and chief executive officer of JCPenney.

"During the past year, hundreds of our Associates have been involved in bringing American Living to life at JCPenney in partnership with Global Brand Concepts. Through their efforts, 40 merchandise categories will be offered to our customers."

Roger Farah, president and chief operating officer of Polo Ralph Lauren, said, "American Living is a unique lifestyle brand that we believe will capture the attention and loyalty of the JCPenney customer now and into the future."

The American Living Collection:
American Living offers stylish fashions for work and weekend, as well as warm and inviting home decor. Along with the classic polo, key items in each department include cable knit sweaters and cotton sundresses in Women's, pinpoint button-downs and sport coats in Men's, khaki pants in Boy's and polo dresses in Girl's. Accessories feature handbags and belts while footwear includes both dress and casual styles.

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