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JCP ties up with Condé Nast to launch Modern Bride
Oct '10
Moving boldly to transform its bridal business and become the preferred destination for today's brides, J. C. Penney Company, Inc. has announced a unique collaboration with Condé Nast to launch Modern Bride, a concept devoted to providing trusted quality, timeless style and outstanding customer service in a special department store setting. The Modern Bride name resonates with young, stylish brides and marks an exciting opportunity for JCPenney to increase its existing stake in the growing U.S. bridal market and build a lasting, emotional connection with existing as well as new customers.

For 75 years, Condé Nast has been home to the most influential and widely recognized bridal brands in the world, including Modern Bride. The collaboration with Condé Nast grants exclusive licensing of the Modern Bride brand name to JCPenney in all categories. Fine jewelry will be the first to launch in February 2011. JCPenney will bring the Modern Bride brand to life through a distinctive merchandise presentation in stores as well as on jcp.com. Modern Bride will be targeted primarily to the 25-34 year-old customer.

"This collaboration with the experts at Condé Nast will allow us to take our bridal business to the next level, creating an even more comprehensive and distinct destination for brides," said Myron E. (Mike) Ullman, III, chairman and chief executive officer of JCPenney. "Condé Nast's deep understanding of the bridal market and valuable direct connection to potential customers make them the ideal partner, allowing JCPenney to cater to brides who will appreciate the Modern Bride name and continue to shop with JCPenney beyond their wedding day."

"We are proud to form this partnership with one of the country's leading retail institutions," said Charles H. Townsend, chief executive officer of Condé Nast. "We admire JCPenney's commitment to consumers, product integrity and innovation and are pleased to have the Modern Bride brand at the core of their bridal business. This strategic alignment offers exciting opportunities for both companies."

Boutique Bridal Experience
In February 2011, JCPenney will introduce the Modern Bride concept in the Fine Jewelry department, just in time for Valentine's Day -- a key fine jewelry shopping period. Customers will find an elevated and expanded assortment of bridal jewelry including exceptional quality engagement rings and wedding bands.

Modern Bride signage and distinctive in-case lighting and displays will create a specialty store environment for customers. JCPenney associates will receive specialized, comprehensive training to become dedicated Modern Bride Professionals, ensuring customers have a meaningful and memorable shopping experience. As a final touch, customers will take home their purchases in distinctive Modern Bride packaging.

J. C. Penney Company Inc

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