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JCPenney launches new home line


PLANO, Texas JCPenney has launched a new private brand of home furnishings and accessories called Linden Street. According to the company, this is the most comprehensive home brand launch in its history. Linden Street will be available in-stores, online on and via catalog beginning in July.

Linden Street will feature a complete line of bedding, bath, window coverings, area rugs, lighting and decorative accessories, along with furniture for all the rooms of the house. All colors, fabrics and textures coordinate to create a unique and personalized style, while furniture features both pine and cherry finishes. Linden Street will fall into JCPenney’s good and better pricing categories with retail prices ranging from $40-$400 for bedding; $40-$50 for window drapery; $100-$380 for lighting; $30-$400 for area rugs; $14 for bath towels; $19.99-$300 for decorative accessories; $7.99-$199.99 for tabletop; and $1,399-$1,959 for furniture.

“There’s no better way to make an emotional connection with our customers than to help them create a home that truly reflects their personal style. Linden Street blends the best of traditional and contemporary designs with eclectic components, offering customers a lifestyle assortment that will evolve with their home throughout the years,” said Jeff Allison, evp of home for JCPenney. “Never before has an initial brand launch in Home included such a holistic approach to serving our neo-traditional customers’ lifestyle preference – it’s a testament that we believe this exciting new lifestyle brand will truly resonate with our customers.”

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