JCP: American Living going live  

By Staff -- Home Textiles Today, 2/20/2008 1:31:00 PM

JCPenney ceo Mike Ullman addressed eager attendees at the launch of the American Living collection.

New York – American Living, the JCPenney storewide merchandise launch created by Polo Ralph Lauren’s Global Brand Concepts was given a high powered media send-off last night prior to its consumer launch, set to begin with commercials during the Oscar presentations Feb. 24.

JCPenney chairman and ceo Mike Ullman told the crowd of more than 800 that American Living will reach Penney’s aspirational consumer at price points within her means. He said he’d been asked why the company would launch a higher price point program during an uncertain economic environment, but pointed out that the upmarket Sephora cosmetics line had been one of the retailer’s highest performers over the holidays.

A walk-through of the Paramus, N.J. store that is one of three with a store-within-a-store approach revealed that JCP is using this concept to bring together the women’s, men’s and bedding/bedding accessories collections in one shop. Other home merchandise – bath, bath rugs, sheets, soft window coverings and window hardware – are featured within their respective departments on another floor.

In the week prior to the official launch, prices were featured at sale levels with the 700 count Supima cotton sheet set at $119.99 for the queen, regular $180; the 450 count Supima cotton queen sheet set was $89.99, regular $130. The full set was $69.99, regular $110.

In comparison, the company’s Masterpiece 400 count queen cotton sheet set was on sale at $49.99, regular $120; and the full set was $44.99 on sale, regular $100.

The American Living nylon rug was $24.99 on sale from $38, while the cotton rug was $19.99 on sale from $29. The bath towels were $13.99, regular $20.

In American Living window, the Canyon sheer was $29.99 for the 84-inch panel, regular $45, while the Canyon Suede drapery was $54.99, regular $80.

Bedding was $229.99 for a queen comforter set, regular $335 for most of the collection, while Lilac Pink was $269.99 for the queen set, regular $390.

Norm Savaria, left, and Mariam Shariati of Chenab USA. Roger Farah, left, Polo Ralph Lauren with Joe Pennacchio, WestPoint Home. Joe Granger, left, Ralph Lauren Home with Joe Pennacchio, WestPoint Home

Emily Cheatham, left, and Lee Hunt, both of Phase II.

An American Living theme presentation evokes a classic Ralph Lauren mood.