JCPENNEY ADDS FRESH FASHION THIS SPRING WITH LAUNCH OF JOE FRESH SHOPS AND NEW DESIGNER ATTRACTIONS

  
Pearl by Georgina Chapman of Marchesa, L'Amour Nanette Lepore and William Rast offer even more irresistible style at great prices

PLANO, Texas (Feb. 21, 2013) - jcpenney [NYSE: JCP] has teamed up with some of the world's leading designers and brands to bring their styles to more Americans at an affordable price. In addition to the highly anticipated debut of Joe Fresh^TM in nearly 700 stores, Pearl by Georgina Chapman of Marchesa^TM, L'Amour Nanette Lepore^TM, William Rast^®, LULU by Lulu Guinness^TM and Duro Olowu for jcp^TM will join a growing portfolio of leading brands in stores across the country and jcp.com this spring. The new fashion lineup at jcp will be showcased in the spring marketing campaign that will launch during the Academy Awards on Feb. 24 as part of the company's 12^th consecutive year as the exclusive retail sponsor.  

"We want to become famous for irresistible style at incredible value every day," said Ron Johnson, chief executive officer of jcpenney. "By introducing these exciting brands at truly affordable prices, we are making it easier for customers to look and live better every day."

JOE FRESH
Joe Fresh, Canada's favorite apparel brand known for its classic style with a twist, will soon be available in more locations across the U.S. Beginning March 15, the colorful spring collection of modern basics for women will be presented in 750- to 2,500-square-foot shops in nearly 700 jcp stores. All of the apparel and accessories will also be available on jcp.com for under $70, making it easy to mix, match and infuse the bright, high-quality pieces into any wardrobe.

"Building Joe Fresh shops inside jcp is a significant milestone because it makes us truly national, and now customers can buy Joe Fresh products online exclusively at jcp.com," said Joe Mimran, creative director of Joe Fresh. "The ability to broaden our reach reinforces the Joe Fresh brand promise, which is rooted in the belief that everyone deserves fresh style at fresh prices."

PEARL BY GEORGINA CHAPMAN OF MARCHESA
The highly coveted red carpet designer Georgina Chapman is bringing her design sensibility to jcp with the launch of Pearl by Georgina Chapman of Marchesa. The new collection, named after her daughter, captures the glamorous and elegant style of the designer and co-founder of Marchesa. Created for holiday parties, black-tie events, summer soirees and prom, the collection of gowns, cocktail dresses and cocktail pant and short sets feature sumptuous fabrics and surprising details offered at affordable prices ranging from $50 to $250. Pearl will be available in more than 500 stores on March 1, and the collection will be presented with stunning fixturing, including an elegant statement chandelier.

L'AMOUR NANETTE LEPORE
Known for her bold colors, evocative prints and feminine silhouettes, Nanette Lepore's designs are adored by style makers and celebrities alike. Now she's putting a fun, youthful twist on her signature style with her first juniors line available exclusively at jcp - and all for under $50. L'Amour Nanette Lepore offers easy to mix and wear dresses, denim, pants, skirts, tops and sportswear jackets that pop with vibrant and unexpected colors, patterns and fabrics. The young contemporary assortment is available in nearly 700 stores in a dedicated space adorned with a whimsical blue frame consistent with the fun, retro look of the collection.

WILLIAM RAST
Founded by Justin Timberlake and childhood friend Trace Ayala, William Rast has been offering iconic and edgy clothing since 2005 - and it's now available exclusively for fashion forward men at more than 500 jcp stores and jcp.com. William Rast combines the heritage of American denim culture and biker attitude with a touch of old Hollywood, creating the brand's unique romanticized rebel. It features an array of denim styles and premium washes as well as innovative fabrics, fits, textures and techniques. The collection also includes jackets, shirts, shorts and accessories - including wallets, belts, bags, hats and leather bracelets - all boasting quality attributes like finer yarns and genuine leather ranging in price from $12 to $250.

BOUTIQUE COLLECTIONS FROM GLOBAL DESIGNERS
After a successful holiday debut, British designer Lulu Guinness is bringing her colorful, cheeky style back to jcp this spring - and in a much bigger way. On Feb. 22, customers will find LULU by Lulu Guinness handbags and fashion accessories in more than 500 stores. The pieces are fun, flirty and available for $20 to $60.

Nigerian-born, London-based designer Duro Olowu is a celebrated print master who will be showcasing a multitude of patterns, hues and textures in a collection available at jcp for a limited time. Launching March 1, Duro Olowu for jcp is inspired by American classics with global flair and consists of more than 70 pieces in apparel, home and accessories, all of which retail for under $100.

These new additions are only the start of the exciting changes to come at jcpenney this spring. Over the next few months, customers will begin to see an entirely new transformation in Home that includes products from leading designers and experts such as Martha Stewart, Michael Graves, Jonathan Adler, Sir Terrance Conran and more.

For images and additional media assets, please see the multimedia news release.

jcpenney media relations
Ann Marie Bishop and Sarah Holland
972-431-3400
jcpcorpcomm@jcpenney.com

about jcpenney
More than a century ago, James Cash Penney founded his company on the principle of the Golden Rule: treat others the way you'd like to be treated - Fair and Square. His legacy continues to this day, as J. C. Penney Company, Inc. (NYSE: JCP) boldly transforms the retail experience across 1,100 stores and jcp.com to become America's favorite store. Focused on making the customer experience better every day, jcpenney is dreaming up new ways to make customers love shopping again. On every visit, customers will discover great prices every day in a unique Shops environment that features exceptionally curated merchandise, a dynamic presentation and unmatched customer service. For more information, visit us at jcp.com.

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