Chris Madden adds more fashion to JCPenney line
By Carole Sloan -- Furniture Today, March 14, 2005
Plano, Texas — JCPenney is adding three furniture collections and two product categories — entertainment centers and casual dining — to its popular Turning Home into Haven home furnishings line designed by Chris Madden for JCPenney.
The new line is "even more fashion forward" than the original, said Charles Chinni, executive vice president, general merchandise manager, home. Furniture was among the stellar performers in the Madden program's launch last year.
One new collection is Rochelle, the first complete furniture grouping in what Madden terms the Serene lifestyle.
"It is the most adventurous and the biggest leap in styling for us," said Deb Evans, vice president, director of product development for Penney. Rochelle has an urban look, borrowing classic elements from mid-century furniture in a eclectic mix of metal and wood.
Also new is Sorrento, in the line's Romantic lifestyle. Sorrento's design statement borrows from the elegant and distinctive design of 19th century coastal cities in Italy, with cherry finishes and borders of satinwood and walnut.
Meadowbrook, in the Adventurous lifestyle, has a retro feel and uses oak finishes and hardware resembling brushed brass.
Four new convertible dining collections with heights either at the conventional 30 inches or the increasingly popular 36 inches offer expandable sizing, using pop-up leaves or fold-out pieces that convert a square table into a larger round.
"We're really excited about these space-saving dining groups," Evans said. Every collection has a matching server, buffet, hutch and mirror.
Three new entertainment centers also can be sized to individual needs. Features include TV consoles, shelves with built-in lights and storage piers.
Rugs also are important additions for 2005. JCPenney is adding colors to the existing rugs and offering five new styles that coordinate with the designs in furniture and bedding.
"Chris loves rugs — she considers rugs and window coverings the bones of a room," Evans said.
The collection is available in JCPenney stores, catalog and on the Internet.
