JCPenney Grows Cowie Collection

Carole Sloan, October 10, 2005

JCPenney is expanding the reach of its proprietary Colin Cowie home furnishings program into decorative bedding as part of a campaign to attract younger, modern-minded customers.

Cowie — designer of a major fashion program in tabletop and housewares at the giant retailer that is offered across its three distribution channels — now is featured at retail and on Penney's Web site with two bed ensembles, said Deb Evans, vice president, product development director, home.

The recent launch, Evans reported, “is exceeding expectations.” Further expansion of the Cowie home textiles product will be determined by late fall, she said.

“Colin's glassware and housewares are doing well,” said Charlie Chinni, executive vice president, home, fine jewelry, accessories and family shoes. “But it is a small brand for us. We're trying to see what legs he has and what product expansion possibilities there are.”

Where the Chris Madden Haven collection under the Penney Home Collection umbrella extends across all home areas and is more traditional in its design orientation, “We see Colin as addressing a modern and younger customer,” Chinni added.

“We are pleased with customers' response to this updated, more modern and strong-value equation,” Evans added.

The two beds retail for $179 and $159 for the queen comforter set.

The company has an extensive marketing campaign that launched this month for the bedding in publications that target a younger consumer.

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