Home JCPenney Rolls Out Home Initiative with Novogratz
September 17, 2021

JCPenney Rolls Out Home Initiative with Novogratz

Posted In: Retail Articles

By: Mike Duff

Contributing Editor

In a nod to changing seasons and circumstances, designers The Novogratz and JCPenney have teamed up to launch the Back to Everything collection, an assortment of modern and functional furniture, lighting, wallpaper, bedding and rugs that bolsters initiatives the retailer has lately debuted throughout the home department.

The collection launches in select JCPenney stores and on its website September 23 for a limited-time run.

The overarching theme of the collection is a celebration in the return to happier times, JCPenney stated, and it’s expressed in bold prints and bright colors.

The Back to Everything collection emerges from JCPenney’s deliberately assembled lineup of private and national brands. The retailer pointed out that it has introduced or relaunched several significant home brands in the last 15 months, including Linden Street, Fieldcrest, Liz Claiborne, Loom + Forge, and Home Expressions, reaffirming its position as a leading home destination. It also has emphasized seasonal introductions in the home department including, recently, Halloween and Harvest, where it is focusing on everything from cookware to tabletop to home decor in helping shoppers prepare for fall holidays and occasions. It has lately featured Linden Street and Loom + Forge hosting serveware in its Halloween Shop as well as such items as a JCP13-inch Diameter Cauldron Candy Decorative Bowl.

In a joint statement on the collection rolling out under their nameplate, designers Robert and Cortney Novogratz said, “We love creating elevated yet accessible designs and have found the perfect partner in JCPenney to kick off a new line of exclusive bedding and rugs with a curated selection of our favorite decor and furniture. Happiness starts at home, and this collection is about optimism and creating an inspiring sanctuary for ourselves until we can return to friends, date nights, school, and travel with enthusiasm.”

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