JCPenney Going 'Simply Green'

By Staff -- Home Textiles Today, 1/28/2008 12:00:00 AM

Plano, Texas —

In March, JCPenney will launch a major store-wide program to identify merchandise that is either organic or eco-friendly.

The program is being developed in partnership with Danny Seo, who will be called the company's "Green Living Partner," according to Seo's website. Seo is a longtime advocate for eco-friendly and organic materials and is considered one of the movement's leading environmental lifestyle experts; he couches his approach as "Simply Green."

Penney will not issue official information on the program until March, said public relations brand spokeperson Kate Parkhouse, but noted the identification would be presented on the company's private label lines.

Among the products will be organic cotton bath rugs at about $37; organic cotton and bamboo towels from $11 to $18; sheets at $90 for a queen set; and bamboo bowls, about $30.

Other items include capiz shell lanterns at $40 to $50, a small wicker tray at $40, blankets from $80 to $100, a butler's tray with stand at $160, and bamboo blankets from $80 to $100.