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JCPenney launches Linden Street, private label home furnishings brand
Apr '08
Leveraging its competency in developing, designing and marketing powerful private brands, J. C. Penney Company Inc announced the launch of a new private brand of home furnishings and accessories called Linden Street.

The launch of Linden Street signifies JCPenney's continuing commitment to deliver style and quality at a smart price through brands that create an emotional connection across its customers' lifestyles. The most comprehensive Home brand launch in Company history, Linden Street will be available in-stores, online on jcp.com and via catalog beginning in July.

Offering all the comforts of home, Linden Street is a neo-traditional brand that includes contemporary interpretations of classic design, providing a casual, comfortable and inviting style with today's young families in mind. Built on standard pieces that can be personalized and updated throughout the seasons and years, Linden Street's decor provides a lived-in, relaxed look, transforming homes into a cozy retreat.

The collection balances both masculine and feminine attributes and is perfect for entertaining friends and family without formality. Additionally, features built into the furniture such as hidden storage, electrical outlets and charging strips -- for PDAs, iPods and more -- add functionality to the collection -- an aspect that is increasingly sought after by today's consumers.

"There's no better way to make an emotional connection with our customers than to help them create a home that truly reflects their personal style. Linden Street blends the best of traditional and contemporary designs with eclectic components, offering customers a lifestyle assortment that will evolve with their home throughout the years," said Jeff Allison, executive vice president of home for JCPenney.

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