Iconix, JCP Align For Royal Velvet Home Brand Program

Home Textiles Today Staff -- Home Textiles Today, 11/7/2011 2:00:00 AM

NEW YORK - Iconix Brand Group has entered into a multi-year license agreement with JCPenney Company to market and sell its Royal Velvet home brand and its line of home textiles exclusively.
     The initial Royal Velvet at JCPenney program will consist of sheets, fashion bedding, blankets, pillows, towels, rugs, bath coordinates and window treatments. It is set to debut in spring 2012 in all JCPenney stores and online at jcp.com.
     The launch will be supported with a multi-media marketing campaign that will encompass print, digital, outdoor and in-store collaterals.
     "JCPenney is recognized by consumers as the go-to destination for home goods and this is an immense opportunity for Royal Velvet," commented Neil Cole, Iconix ceo. "We are thrilled to be working with JCPenney on our Royal Velvet brand as we share the same vision and recognize the growth potential for this iconic brand."
     Added John Tighe, svp, and gmm of home, JCP: "As a well-known quality brand, Royal Velvet will be a great addition to JCPenney's exciting home brands and assortment."
     Iconix described Royal Velvet as "a premium home brand offering classic and sophisticated designs with an updated touch to consumers at every stage of their lives."
     Iconix has owned Royal Velvet as well as its sister brands, Cannon, Fieldcrest and Charisma, since fall 2007 when it acquired Official Pillowtex.