JCPenney Adds Royal Velvet to Its Licensing Stable

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November 8, 2011

JCPenney has entered into a multi-year license agreement with Iconix Brand Group to bring an exclusive soft home line to the department stores beginning next year.

The initial launch of Royal Velvet at JCPenney will consist of sheets, fashion bedding, blankets, pillows, towels, rugs, bath coordinates and windows to debut spring 2012 in all JCPenney stores and online at www.jcp.com. The launch will be supported with a multi-media marketing campaign including print, digital, outdoor and in-store collaterals.

"As a well-known quality brand, Royal Velvet will be a great addition to JCPenney's exciting home brands and assortment," said John Tighe, SVP and general merchandise manager in home for JCPenney.

"JCPenney is recognized by consumers as the go-to destination for home goods and this is an immense opportunity for Royal Velvet," commented Neil Cole, CEO, Iconix. "We are thrilled to be working with JCPenney on our Royal Velvet brand as we share the same vision and recognize the growth potential for this iconic brand," Cole added.

Iconix has owned Royal Velvet since 2007 and various products have been available at both Kohl’s and Bed Bath & Beyond in the past. As an exclusive to JCPenney, Iconix hopes to grow the brand in much the same way it has with the Mudd label, exclusive to Kohl’s.

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