Iconix Partners with J.C. Penney on Royal Velvet

Iconix Brand Group, Inc. announced it has entered into a multi-year license agreement with J. C. Penney Company, Inc., one of America's leading retailers for its home brand, Royal Velvet. Royal Velvet is a premium home brand offering classic and sophisticated designs with an updated touch to consumers at every stage of their lives from first apartment and beyond.

The initial launch of Royal Velvet at JCPenney will consist of sheets, fashion bedding, blankets, pillows, towels, rugs, bath coordinates and windows to debut spring 2012 in all JCPenney stores and online at jcp's website. 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," commented Neil Cole, CEO, 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," Cole added.

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