JCPenney, David's Bridal say 'I do'

PLANO, Texas JCPenney Co. and David's Bridal today have entered into an exclusive partnership, in which the two companies will support a variety of cross-promotional wedding marketing initiatives.

As part of the partnership, all of David's Bridal's registered brides will be invited, via e-mail, direct mail or by David's Bridal consultants, to create a gift registry at JCPenney. Along with links to JCPenney's online wedding registry on davidsbridal.com, all David's Bridal stores will carry JCPenney's wedding registry brochure, highlighting the company's array of wedding registry items and services. The partnership will also include a variety of joint marketing initiatives such as bridal shows, in-store events and contests, as well as special customer discounts and offers.

"At JCPenney, our objective is to make an emotional connection with our customers, and weddings are certainly emotional. Our success with brides is attributed, we believe, to the registry experience we offer. It goes well beyond products to include expert advice, helpful tools and valuable services that help to support the wedding planning process," said Mike Boylson, chief marketing officer for JCPenney. "With nearly one in three brides in the United States walking down the aisle wearing a David's Bridal wedding gown, JCPenney's partnership with the nation's largest bridal retailer will allow us to broaden our reach and connect with more registry customers than ever before."