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JCPenney and Chris Madden Expand "Turning Home into Haven'' Furniture & Bedding Collections

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JCPenney, one of America's largest department store, catalog and internet retailers, is expanding its "Turning Home into Haven" home furnishings line designed by Chris Madden. Encompassing five new furniture groups that include entertainment centers and convertible dining collections, seven new decorative bedding ensembles, a new assortment of window treatments, rugs, wall art and decorative accessories, the expansion provides customers with more solutions for decorating their homes easily, stylishly and affordably. "We're excited to augment this high-quality line with even more fashion-forward home furnishings for our customers," said Charles Chinni, JCPenney executive vice president and general merchandise manager for home. "Chris Madden has been a great partner and her strong expertise in home decor and design has been instrumental to the growth of our business." Introduced in May 2004, Chris Madden for the JCPenney Home Collection is the company's largest home furnishings launch in its 100-year history. Based on her three decorating lifestyles, "Adventurous," "Romantic," and "Serene," which Madden developed over three decades, the collection features a complete line of home furnishings, including furniture, bedding, bath, window treatments, rugs, lamps, wall art and decorative accessories. "My partnership at JCPenney has been an incredibly rewarding experience," says Chris Madden. "Together, we're able to offer a complete array of decorating choices and solutions through a fully coordinated collection that changes from season to season. Our mission is to make decorating your home fun and less intimidating, and to help empower our customers turn their homes into havens." The "Turning Home into Haven" collection is available through one or more of JCPenney's three retailing channels: JCPenney department stores, JCPenney catalogs, and online at www.jcpenney.com. New Furniture: The expansion includes the addition of Rochelle, the first complete furniture collection for the Serene lifestyle. Rochelle borrows classic elements from mid-century furniture and reinterprets their shape and form with an eclectic mix of metal and wood that is both architectural and tailored. A cool, organic espresso finish contrasts with the satin nickel hardware and metal elements in the pieces. The Rochelle collection invites innovative combinations with emphasis on vertical lines, efficient storage elements, sliding doors for ease of access and tailored sides. The new Meadowbrook collection for the Adventurous lifestyle is inspired by Madden's Vermont home. Its mid-tone oak finish framed in simple borders and its custom hardware resembles brushed brass. Meadowbrook has a relaxed feel yet it is versatile enough to incorporate into a rustic lodge or a sophisticated living room. The new Sorrento collection for the Romantic lifestyle celebrates the elegant and distinctive design that flourished in the coastal cities and towns of 19th century Italy. Contrasting cherry finish and framed borders of satinwood and walnut, Sorrento reflects the lifestyle of an elegant Italian villa. To support today's lifestyle of entertaining at home, JCPenney and Madden are adding chic entertainment centers that expand and contract to fit each customer's needs. The entertainment centers are multi-piece systems and easily fit large, flat screen televisions and plasma screens. They also include television consoles, shelves with built-in lights and piers for storage. Four new convertible dining collections were designed to offer customers more versatility. Ideal for apartment living and small dining rooms, these collections have dining tables that can expand or contract depending on the number of diners. From formal to casual, the ensembles are available in conventional, 30-inch height, and 36-inch counter height, a hot new trend in the home furnishings industry. Every collection coordinates with a matching server, buffet, hutch and mirror. New Bedding: For the Adventurous lifestyle, the new Marbella bedding collection, with its opulent design, has a woven tapestry look partnered with micro suede for a creative mix of textures and moods. The new Arbor Mist and Darjeeling groups create a soothing and elegant atmosphere for the Serene lifestyle. Darjeeling is offered in a lavish basket-weave pattern and Arbor Mist has a hint of floral details, both presenting a luxurious, but relaxed mood. The new Savoy, Misty Lilac, Catarina and Genevieve bedding collections -- all add a Romantic look with their own personality from cottage to high country. Window Coverings: The new window coverings collection displays a variety of options from earth-tone wovens to silk panels with intricate embroidery. It also includes an elegant assortment of decorative window accessories. This versatile collection was created for every lifestyle and adds a layer of luxury to every room of the home. The JCPenney Home Collection is one of the nation's largest private label home brands, with annual sales of more than $1 billion. About JCPenney JCPenney is one of America's largest department store, catalog, and Internet retailers, employing approximately 150,000 associates. The company operates 1,017 JCPenney department stores throughout the United States and Puerto Rico, and 63 Renner department stores in Brazil. JCPenney is the nation's largest catalog merchant of general merchandise, and jcpenney.com is one of the largest apparel and home furnishings sites on the Internet. JCPenney is a contributor to the JCPenney Afterschool Fund, a charitable organization committed to providing children with high quality afterschool programs to help them reach their full potential. About Chris Madden: Celebrity designer Chris Madden is the creative force and vision behind a home furnishings empire that spans publishing, television, design and licensing. Her mantra of Turning Your Home Into a Haven is shared with millions of women throughout America, through her television appearances -- she was design correspondent for the Oprah Show and hosted her own TV show on HGTV for eight seasons -- her 16 books, including the recently published "Haven: Finding the Keys to Your Personal Decorating Style," as well as "A Room of Her Own: Women's Personal Spaces," now in its eleventh printing (published by Clarkson Potter/Publishers, a division of Random House). The other 14 best-selling titles include "Chris Madden's Guide to Personalizing Your Home" and "Kitchens," "Bathrooms," "Bedrooms," "Getaways" and "New American Living Rooms." The new Chris Madden magazine will be published by Hachette Filipacchi Media U.S. in May 2005. She is now spokesperson for Partnership for the Homeless, has been active in Habitat for Humanity, and has been honored by the Kips Bay Boys & Girls Club, the Long Island Junior League - Outstanding Woman of the Year and The Womens' Leadership Exchange for Outstanding Woman Business Owner. About Chris Madden's "Turning Home into Haven" JCPenney Home Collection: Chris Madden "Turning Home into Haven" for JCPenney Home Collection is based on her three decorating lifestyles "Adventurous," "Romantic" and "Serene" that Madden has developed over three decades. The collection includes a range of furniture products including upholstered sofas ($1099), side and coffee tables ($149-$559), beds ($799-$1469), entertainment units ($2299-$2799), dining tables ($399-$1339) and chairs ($285-$560). The bed and bath line includes comforter sets ($250-$375), decorative pillows ($35-$55), Egyptian cotton sheet sets (queen set - $140), and towels ($14-$25). A selection of accessories includes lamps (table, floor, desk; $79-$164), rugs ($150-$300), decorative accents and wall art ($12-$129). Window treatments (14"-120"), including curtains, shades, tiebacks and curtain hardware in a range of finishes, are also available ($25-$75). Available in JCPenney department stores, the JCPenney Catalog, and online at www.jcpenney.com.

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