JCPenney’s New Home Design Collections
US department store JCPenney has revamped its home department, and is rolling out the concept to 500 of its US locations by the end of May 2013. The new home department features open-format 'shops' stocking collections by high-profile American names like Jonathan Adler, Martha Stewart, Michael Graves, and British icon Sir Terence Conran.
The shops will be located on what JCPenney describes as “the Street” – a widened aisle within the store’s home section that encourages leisurely browsing and provides shoppers with more areas to relax.
The diverse range of licensed collections aims to capture a broader range of customers. Designer Adler’s Happy Chic line features designs in bright citrus colours and classically inspired geometric and graphic prints; architect Graves’ modern kitchen accessories come in wood, faux leather and metal; and Martha Celebrations, the party collection designed by expert hostess Stewart, offers accessories and decorations for a variety of occasions.
JCPenney’s new collaborations with industry tastemakers take cues from the success of similar endeavours by US retailers like Target and Macy’s. For more on retail partnerships, see the Stylus threads Jonathan Adler for Ebay Holiday Collective and Patch NYC at Target.