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Young adults to create a unique decorating style with Dorm Life
08
Jul '08
Just in time for Back-to-School, J. C. Penney Company Inc launched Dorm Life, a comprehensive modern lifestyle brand for today's design-savvy young adults. Available in-store, online at jcp.com and via catalog, Dorm Life spans multiple home categories, offering style and quality at smart prices with a collection of coordinated items that can be mixed and matched to create a unique personal decorating style.

"Leaving home for the first time provides young adults their first opportunity to create a home that expresses their own decorating style," said Jeff Allison, executive vice president of home for JCPenney "We believe Dorm Life - with its coordinated looks and convenient functionality - will resonate strongly with this customer segment, enabling them to easily create a space that fits their unique style preference and giving them yet another reason to shop JCPenney this Back-to-School season."

Designed, developed and sourced in-house, Dorm Life features a collection of stylish and high quality items perfect for furnishing a college dorm or off-campus apartment. The collection includes an assortment of bedding and bath items, along with lighting, area rugs and decorative accessories as well as furniture such as desks, shelving, chairs and ottomans, all of which provide a fresh, updated and contemporary look.

Items such as reversible comforters, ottomans featuring hidden storage, mirrored clocks, and desk lamps with built-in mp3 docking stations, bring functionality to the collection. Dorm Life will fall into JCPenney's "good" pricing category,

Students visiting www.jcp.com can find a link to a Dorm Life Facebook page, which features the line of dorm furnishings, along with an online guide featuring tips, checklists, an online interactive game, and more. Students can also register for items via JCPenney's online dorm gift registry, a perfect solution for friends and family giving graduation gifts.

And with JCPenney's convenient "Shop Here, Pick Up There" service, all items bought online at jcp.com can be shipped directly to a local JCPenney store in the student's college town for easy pick-up.

Dorm Life will be featured in-store with special "hot zones" throughout the Home department and be supported by direct mail, preprint, specialty catalog and Internet marketing.

J. C. Penney Company Inc


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