Iconix Partners with J.C. Penney on Royal Velvet
October 25, 2011,
NEW YORK--J.C. Penney and Iconix Brand Group have reached a multiyear license agreement for the Royal Velvet home brand.
The initial launch of Royal Velvet at the department-store retailer will take place in spring 2012, and will consist of fashion bedding, blankets, pillows, towels, rugs, bath coordinates and window treatments. To support the launch, a multimedia marketing campaign will be initiated, consisting of print, digital, outdoor and in-store collaterals. An Iconix statement described Royal Velvet as offering "classic and sophisticated designs with an updated touch to consumers at every stage of their lives from first apartment and beyond."