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JCPenney launches Linden Street, private label home furnishings brand

Apr '08
"Never before has an initial brand launch in Home included such a holistic approach to serving our neo-traditional customers' lifestyle preference -- it's a testament that we believe this exciting new lifestyle brand will truly resonate with our customers."

Designed, developed and sourced in-house, Linden Street joins JCPenney's array of good/better/best priced lifestyle offerings in Home including: The JCPenney Home Collection for the conservative and traditional lifestyle customer; Chris Madden; Chris Madden Hotel; and the exclusive brand, American Living, for the traditional lifestyle customer; and Studio for the modern lifestyle customer.

With its harmonic blend of traditional and contemporary styles offering a classic, timeless design, Linden Street will fill a neo-traditional lifestyle niche within JCPenney's Home assortment.

"With 45 percent of our annual revenue coming from our private brands, Linden Street is yet another exciting addition to our robust portfolio of private brands, which continue to address our customers' diverse lifestyle needs and deliver above average gross margin to the business," said Ken Hicks, president and chief merchandising officer for JCPenney.

"This expansive new brand delivers on an important -- and currently underserved -- customer segment while broadening our Home offering, allowing us to expand our appeal and relevancy to customers with various needs, tastes, aspirations and budgets."

Added Hicks, "During this challenging economic environment, our objective is to continue to innovate, ensuring that when customers are buying for their homes, they do it at JCPenney."

Linden Street will feature a complete line of bedding, bath, window coverings, area rugs, lighting and decorative accessories, along with furniture for all the rooms of the house. All colors, fabrics and textures coordinate to create a unique and personalized style, while furniture features both pine and cherry finishes.

J. C. Penney Company Inc

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