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Iconix Partners with JCPenney

Iconix Brand Group signed an agreement with J. C. Penney for its premium home brand Royal Velvet, which will be sold exclusively through the retailer.   The initial line will include sheets, fashion bedding, blankets, pillows, towels, rugs, bath

The initial line will include sheets, fashion bedding, blankets, pillows, towels, rugs, bath coordinates and windows to debut spring 2012 in all JCPenney stores. The launch will be supported with a multi-media marketing campaign including 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," says Neil Cole, chief executive officer at Iconix. "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."

"As a well-known quality brand, Royal Velvet will be a great addition to JCPenney's exciting home brands and assortment," says John Tighe, senior vice president and general merchandise manager in home for JCPenney.

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