'Home Into Haven' Expands at JCP

Carole Sloan, February 28, 2005

Plano, Texas — The launch of the second collection of "Turning Home Into Haven" by Chris Madden for JCPenney features a dramatically expanded window coverings segment and seven new bedding ensembles as the major statements in home textiles.

Added to those programs are five new rugs, and decorative pillows, blankets and throws as textile accessories, as well as color updates for the bath program. "We are excited to augment the high quality line with even more fashion forward home furnishings for our customers," said Charles Chinni, executive vice president, general merchandise manager for home.

The window coverings, one of the stars of the debut collection, and rugs represent what Madden calls "the bones of a room." And the two segments "have been a good business within the collection," said Deb Evans, vice president, director of product development at Penney.

Based on the success of the initial window programs, "this collection has been expanded substantially with new hem effects, fabrics like silk, and top treatments — while still providing value," explained Evans.

Noting that "Chris loves rugs," Evans said new colors were added to the existing styles, and five new designs coordinate back to the balance of the collection.

In bedding, seven new styles are featured, with three featured in select doors, and all on the Internet and in the catalog, Evans related.

Marbella in the Adventurous lifestyle is opulent with a woven tapestry look and a micro-suede as the fabrics. Arbor Mist and Darjeeling in the Serene lifestyle are pegged to a luxurious mood, with Arbor Mist featuring floral details, Darjeeling a lavish basketweave pattern. The four additions to the Romantic lifestyle reflect influences from cottage to high country.

Towel colors were updated with mid-range tones added to the Spa collection and indigo and mushroom added to the basic towel.

Decorative pillows, throws and blankets have been expanded and updated in color and texture.

In decorative accessories, which Evans describes as "being at the top of the decorating pyramid" the collection "has filled in the blanks with glass and ceramics as well as mirrors and wall decor." Lamps are "more focused this time" with five introductions that cross lifestyles.

And furniture, which was a major driver of the first launch, adds three new collections — one for each of the program's lifestyles as well as convertible dining and entertainment units.

Overall, the new collection is "trend right and value oriented," said Evans.

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