JCPenney Unveils New Home Brands

NEW YORK - In nine months, JCPenney will unveil its new home department as it moves to develop shop concepts across the store in all categories.
     The reconceived home shop will open March 1, 2013 with a 20,000-square-foot footprint anchored by a Martha Stewart home shop. The department will also include shops or boutiques featuring products designed by Sir Terrance Conran, Jonathan Adler, Michael Graves and Bodum. The Royal Velvet brand, an exclusive to JCP, will also be part of the home area.
     During the retailer's meeting with analysts here earlier this month to discuss first quarter results, executives did not go into detail about the contents of the Stewart shops. However, president Michael Francis said JCP and the Martha Stewart Living Omnimedia team recently reviewed more than 3,000 potential products for the space.

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