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Chris Madden's ``Turning Home into Haven'' Collection Arrives in JCPenney Stores Nationwide; JCPenney Marks Launch with Showroom in Rockefeller Center.

Business Editors

PLANO, Texas--(BUSINESS WIRE)--May 5, 2004

JCPenney, one of America's largest department stores, is creating a buzz in the design world with Chris Madden and "Turning Home Into Haven," a new collection of home furnishings designed to make it easy for everyone to decorate their homes fashionably and affordably. The collection features a complete line of home furnishings, including furniture, bedding, bath, window treatments, rugs, lamps and decorative accessories.

The Chris Madden collection demonstrates JCPenney's continuing commitment to delivering affordable, trend-right fashion with remarkable quality to its customers. The "Turning Home Into Haven" collection is JCPenney's largest home furnishings launch to date and is being introduced with a comprehensive national advertising campaign that includes television commercials appearing on major and cable networks, print advertisements appearing in national magazines and newspapers, and syndicated radio announcements.

"We are excited to offer this new line of home furnishings to our customers," said Charles Chinni, JCPenney executive vice president and general merchandise manager for home. "As one of America's leading designers, Chris has been instrumental in bringing strong creative direction and trend insight to the JCPenney Home Collection brand. Her signature style and design philosophy and our 102-year heritage of delivering quality products have created attainable, stylish home furnishings -- furnishings to fit any lifestyle."

The collection, which is available in JCPenney department stores, the JCPenney Catalog, and online at, is based on the three decorating lifestyles "Adventurous," "Romantic" and "Serene" that Madden has developed during three decades. The collection's arrival coincides with the publication of her new book, Chris Madden Haven: Finding the Keys to Your Personal Decorating Style (Clarkson Potter/Publishers).

"I want to help take the fear out of decorating and help customers discover their unique decorating personality," said Chris Madden. "By partnering with JCPenney, we are offering affordable design and equipping customers with the tools to make decorating exciting, fun, and most of all, easy. Whether it's sprucing up a particular room or an entire redo of your home, decorating our homes should be satisfying and the results should reflect our personalities, our loves and our life."

The Adventurous look conjures up an elegant lifestyle in an exotic setting featuring West-Indies inspired furniture in a rich mahogany finish, bedding and bath styles that are richly colored, and tropical-inspired window treatments. The Romantic pieces resonate back to the great country houses of Northern Europe, with faded chintzes, antique pine and white washed finishes, and old-world hardware. The Serene theme brings a cool, contemporary mood with clean-lined furniture in deep ebony wood tones, and bedding, bath and upholstery in pale shades of cream and sage.

Additionally, JCPenney is bringing its $1 billion home collection brand to the Big Apple with the "Turning Home Into Haven" showroom in New York City's Rockefeller Center. The showroom will feature 2,500 square feet of Chris Madden's stylish and affordable "Turning Home Into Haven" designs. Located on the Concourse Level in Rockefeller Center, the showroom will be open to the public May 6 through May 24, Monday through Friday from 11 a.m. to 7 p.m., and on Saturday from 12 noon to 5 p.m. Visitors can browse the collection and purchase items online at computer stations for convenient home delivery.

"This collection offers customers an assortment of options to help her express her own personal taste in her surroundings," said Chinni. "We are targeting customers who want to confidently create a home that is both inspirational and functional, inviting and practical. We hope that Chris Madden's mission to demystify the design process will find a warm reception in homes across America."

JCPenney Home Collection, featuring the No. 1-selling towel in America, is JCPenney's largest private label brand, 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 1,020 JCPenney department stores throughout the United States and Puerto Rico, and 58 Renner department stores in Brazil. JCPenney is the nation's largest catalog merchant of general merchandise, and 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 after school programs to help them reach their full potential.

About Chris Madden

With more than 20 years of design experience, Madden is the author of 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." Time Magazine has called Madden "designer to the heartland" while the Associated Press notes her "loyal following among busy moms with her 'home-as-sanctuary' mantra." Madden has also appeared as a design expert on such popular television shows as the Today Show, Good Morning America, Oprah, CBS Sunday Morning and CNN, as well as hosting her weekly show on HGTV "Interiors by Design" since 1995. Her syndicated column "Interiors by Design" appears in more than 400 newspapers through Scripps Howard News Service.

About Chris Madden's "Turning Home into Haven" JCPenney Home Collection

Chris Madden "Turning Home into Haven" for JCPenney Home Collection is based on the three decorating lifestyles "Adventurous," "Romantic" and "Serene" that Madden has developed during three decades. The collection includes a range of furniture products including upholstered sofas ($779-$799), side tables ($199-$269), and beds ($669-$779). The bed and bath line includes Serene comforter sets ($275-$320), Serene comforters ($125-$175), Serene bedding accessories ($35-$100), Adventurous comforters ($80-$120), Adventurous bedding accessories ($35-$70), Egyptian cotton sheets ($30-$115), pillows ($35-$50), and Spa Rib and Popcorn towels (bath, hand, and wash; $10-$18). A selection of accessories includes lamps (table, floor, desk; $99-$200), accent rugs ($60-$500), decorative scented candles ($7-$13), and vases, votives, and centerpiece bowls ($30-$80). Window treatments (14"-120"), including curtains, shades, tiebacks and curtain hardware in a range of finishes, are also available ($30-$55). Available in JCPenney department stores, the JCPenney Catalog, and online at
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Date:May 5, 2004
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