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JCPenney Company Inc. has launched a new private label furnishings brand, Dorm Life, aimed to strengthen its back to school offerings, as well as its home categories. Dorm Life is described as, "A comprehensive modern lifestyle brand for today's design savvy young adults."

It is being offered in stores, online at jcp.com and via catalog. The brand spans multiple home categories with a collection of coordinated items that can be mixed and matched to create a unique personal decorating style.

"Leaving home for the first time provides young adults their first opportunity to create a home that expresses their own decorating style," said Jeff Allison, EVP of home for JCPenney. "We believe Dorm Life, with its coordinated looks and convenient functionality, will resonate strongly with this customer segment, enabling them to easily create a space that fits their unique style preference and giving them yet another reason to shop JCPenney this back to school season."

Designed, developed and sourced in-house, the Dorm Life collection includes an assortment of bedding and bath items, along with lighting, area rugs and decorative accessories, as well as furniture such as desks, shelving, chairs and ottomans. Items such as reversible comforters, ottomans featuring hidden storage, mirrored clocks, and desk lamps with built in mp3 docking stations bring functionality to the collection.

The new brand falls into JCPenney's "good" pricing category, with items promoted from $3.99 for a bath towel, $24.99 for window panels and $29.99 for a table lamp, to $39.99 for a comforter, $59.99 for an ottoman and $149.99 for over the bed storage.

Students visiting www.jcp.com can find a link to a Dorm Life Facebook page, which features the line of dorm furnishings, along with an online guide featuring tips, checklists, an interactive game, and more. Students can also register for items via JCPenney's online dorm gift registry, designed for friends and family giving graduation gifts.

All items purchased online can be shipped directly to a local JCPenney store in the buyer's college town for easy pick up. Dorm Life will be featured in special "hot zones" throughout the stores' home departments and be supported by direct mail, preprint, specialty catalog and Internet marketing.<

Article ID: 732