JCP introduces modern Studio collection

By Carole Sloan -- Home Accents Today, 2/1/2006

A vignette features Brentwood, a 5×8 area rug at $200, with a trio of the earthenware vases at $59 and a leather chair.

The Geo lamp at $140 is one of five in the Studio collection.

In a move designed to capture a home furnishings customer not previously wooed by the giant department store group, Plano, Texas-based JCPenney is launching Studio, a complete home furnishings collection in a modern, relaxed mood.

The collection will be introduced this month in Penney stores, catalog and on its Internet site in home decor, lamps, area rugs, bedding, bath and window coverings. Furniture and tabletop will follow in July.

"Studio fills a modern niche preferred by style-driven customers who already are shopping in our stores for apparel, but shopped elsewhere for updated home products," said Ken Hicks, president and chief merchandising officer.

"The collection is designed for the customer who is looking for modern, relaxed styling that is neither trendy, chrome nor minimalist," said Deb Evans, vice president, product development, home. "We see Studio as a simple, cleaner and easy living design style. It's a clear departure from what we've had."

The 1,000 SKU program has price points keyed to a moderate customer, Evans said. Typical price points are $200 for the 5×8 rugs, $100 to $160 for the lamps, and $49 to $69 for the accessories.