Iconix Partners with J.C. Penney on Royal Velvet

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."

"As a well-known quality brand, Royal Velvet will be a great addition to J.C. Penney's exciting home brands and assortment," said John Tighe, J.C. Penney's senior vice president and general merchandise manager for home.

HFN Staff | News & Commentary

HFN provides detailed information on the key home classifications: Housewares, Tabletop, Floor Covering & Rugs, Furniture, Home Textiles, Lighting, Home Decor, Mattresses & Bedding, Gifts, Major Appliances and Consumer Electronics as well as Business, Finance and Retail.

Videos

Current Issue

  • HFN May digital issue

    HFN's DIGITAL EDITION

    May 2017


    COVER STORY: HFN Turns 90

    We commemorate HFN's 90th anniversary by paying tribute to the iconic retailer and supplier brands--and the people--that have helped the industry flourish, then and now.


    ALSO IN THIS ISSUE:

    • Up & Coming Leaders - The home industry is in capable and visionary hands as this year’s 40 Under 40 list attests. Today’s young leaders span all disciplines and varied levels of operation.
    • Omnichannel Retailing - In the Mobile App World, Time is Money