A Studio furniture line of bedroom, living room and dining room groups, as well as tabletop and other line extensions are planned for introduction in July.
Studio complements an existing mix of traditional furniture and accessories that are also offered under the JCPenney Home Collection brand.
Studio presents more options in home furnishings and addresses the decorating needs for casual, relaxed living.
"They recognized that the trend for modern designs has grown with the demand for stylish comfort and functionality," Hicks added. "Introducing a modern home brand was imperative to stay relevant and appeal to those customers with different needs, tastes, aspirations and budgets."
Studio by JCPenney Home Collection is an exclusive, private brand that is available through JCPenney department stores, catalogs and jcpenney.com.
No other mall-based store offers the breadth of assortment to decorate and furnish the entire home.
JCPenney's private brands represent more than 40 percent of the Company's annual sales, with three of its private brands each generating more than $1 billion annually.
JC Penney Corporation Inc, the wholly owned operating subsidiary of JC Penney Company Inc, is one of America's largest department store, catalog, and e-commerce retailers, employing approximately 150,000 associates.
As of Oct 29, 2005, JC Penney Corporation Inc operated 1,017 JCPenney department stores throughout the United States and Puerto Rico.
JCPenney is the nation's largest catalog merchant of general merchandise, and jcpenney.com is one of the largest apparel and home furnishings sites on the Internet.
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