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JCPenney offers Allen B. Schwartz collection to trendy customers
Oct '08
J. C. Penney Company Inc announced the launch of ALLEN B.(R), a complete women's fashion sportswear and dress collection designed by Allen B. Schwartz to be sold exclusively at JCPenney. The new brand, created for JCPenney's trendy lifestyle customer, will debut in JCPenney stores, online at jcp.com, and via catalog in spring 2009.

Co-founder of renowned brand Esprit de Corp and owner of brand A.B.S., Allen B. Schwartz has been hailed as the "master of trend" for his talent in bringing the latest trends to market in record time. With its casual chic and cool California vibe, Schwartz's new line for JCPenney is perfect for hanging out or going out, showcasing the hottest trends with sharp looks that are stylish, fun and vibrant.

Incorporating silhouettes that flatter feminine curves, items throughout the ALLEN B. collection feature fine quality and exquisite detail, along with vivid colors and prints that project a confident image and allow fashionistas to stand out from the crowd.

"ALLEN B. is an exciting addition to our growing portfolio of exclusive designer brands, which continue to offer our customers coveted designer brands at smart prices," said Ken Hicks, JCPenney president and chief merchandising officer. "Designed exclusively with the JCPenney customer in mind, the collection brings Schwartz's renowned design instinct and experience to JCPenney by catering to our trendy lifestyle customer's ever present need for fashion. ALLEN B. delivers an array of designs that are ageless, seasonless and make looking great effortless."

"I am not only excited, but flattered to be asked to develop the new ALLEN B. brand for JCPenney," said Allen B. Schwartz. "With JCPenney serving more than half of America, I want to be an ambassador for introducing 'of the moment' fashions to a much broader audience. Incorporating the latest trends, ALLEN B. will offer the JCPenney customer an array of looks from 'day to date' that epitomize the California cool lifestyle."

ALLEN B. will feature a complete sportswear collection including tees, knit tops, blouses, sweaters, pants, jeans and jackets, along with an array of dresses for day and night.

J. C. Penney Company Inc

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