JCPenney launches 'Cindy Crawford Style' home brand

04 Apr '09

2 min read

Continuing to build its leading home business, J. C. Penney Company Inc announced the launch of Cindy Crawford Style, a new brand of home furnishings and accessories by renowned fashion and style expert Cindy Crawford. Launching exclusively at JCPenney in September 2009, customers can look to Crawford's collection for inspiration and style expertise to create a beautiful home that reflects their personality and lifestyle - all at an affordable price.

"Cindy Crawford Style is an exciting addition to our assortment of home brands. This brand is another example of our strong commitment to our home business," said Ken Hicks, president and chief merchandising officer for JCPenney. "During this challenging economic environment, we are focused on adding innovation to our assortment and creating a strong portfolio of stylish, high-quality, affordable home merchandise with brands and assortments that address our customers' diverse lifestyle needs. This will ensure that when the market turns, we will maintain our advantage as a leader in the home business."

Created for customers grounded in traditional design but seeking new ways to update their home environment, Cindy Crawford Style will launch in bedding, window coverings, bath, decorative accessories, table top, area rugs, lighting and wall décor. Furniture will also be available in select markets. With her years of experience in the fashion industry, Cindy's strong sense of style and trend insight has been instrumental in her guidance of the overall direction of the brand, which is focused on providing a clean, fresh approach to traditional style with beautiful designs and stylish accents.

"As one of the most recognized women in the world, Cindy's roles as wife, mom and businesswoman bring an understanding to what JCPenney customers' lives are like and what they desire in a home: a sensible, approachable style that allows them to live comfortably and easily entertain friends and family," said Jeff Allison, executive vice president of home at JCPenney.

"I am thrilled to partner with JCPenney - a company with a proven record of building powerful lifestyle brands - and am looking forward to sharing my passion and sense of style for home decorating with consumers across America," said Cindy Crawford. "Featuring a beautiful, timeless style, my collection is designed to inspire and help create a look that's fresh, effortless and enduring - I feel it will resonate strongly with the JCPenney customer.

J. C. Penney Company Inc

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