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JCPenney announces Linden Street launch 

Plano, Texas – Calling it “the most comprehensive home brand launch in company history,” JCPenney today began the drum roll for the July debut of Linden Street, its latest private label lifestyle program.

Aimed somewhat young, Linden Street, touted as neo-traditional, casual and comfortable, will comprise bedding, bath, window coverings, area rugs, lighting, decorative accessories and furniture.

“All colors, fabrics and textures coordinate to create a unique and personalized style, while furniture features both pine and cherry finishes,” the 1,073-unit department store operator said.

A good-to-better price strategy is planned, with JCPenney indicating retails of $40-$400 for bedding; $40-$50 for window drapery; $100-$380 for lighting; $30-$400 for area rugs; $14 for bath towels; $19.99-$300 for decorative accessories; $7.99-$199.99 for tabletop; and $1,399-$1,959 for furniture.

Referring to the “holistic approach” of the collection, evp of home Jeff Allison said, “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.”

Private label now accounts for 45% of JCP revenues, noted Ken Hicks, president and chief merchandising officer. He said Linden Street will attract an “underserved” customer segment, identified as young families with “neo-traditional” tastes.

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