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JCPenney eying modern customer with Studio line

By Carole Sloan -- Furniture Today, February 12, 2006

New York — Furniture will be an integral part of the Studio by JCPenney Home Collection, which targets a home furnishings customer not previously wooed by the giant department store retailer — one looking for modern, relaxed styling that isn't trendy, chrome or minimalist.

Studio "is a cleaner, simpler and easy-living design style," said Deb Evans, vice president, product development, home. "It's a departure from what we've had."

The line's home products will launch next month in 500 stores, beginning with bed and bath, window coverings, rugs, lamps, vases and decorative accessories. Furniture, tabletop and flatware will debut in July.

The merchandise also will be featured in the company's catalog and on its Internet site.

"Studio is unlike any other furniture and home furnishings assortment we've offered," said Ken Hicks, president and chief merchandising officer. "Studio fits a modern niche preferred by style-driven customers who are already shopping in our stores for apparel, but shopped elsewhere for updated home products."

"This is part of our lifestyle strategy," said Michael Cape, vice president, marketing. "We're saying that great design is affordable and we're offering great product."

To serve customers who decorate often, Studio will be updated at least quarterly, Evans said.

In furniture, Soho is the upholstered part of the introduction, with a large sectional in leather and microfiber, and a round swivel chair as key pieces. In case goods, Eclipse, in a warm cherry finish, includes bedroom, dining room and entertainment pieces.

Rugs are an important part of the program, with five styles in a 5 by 8 size at $200.

Studio joins four other private home brand launches in the past three years: Chris Madden for JCPenney Home Collection, Cooks, Chris Madden Hotel and Colin Cowie.

Marketing efforts for Studio will include print and broadcast ads and in-store graphics.

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