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J.C. Penney To Add Private-Label Line

By Home Furnishings Business in on January 2006 The third-largest U.S. department-store company, J.C. Penney Co. Inc., announced Monday it plans on adding a private-label brand furniture sometime this spring.

According to J.C. Penney representatives, the new modern furniture collection, from the largest catalog merchant in the country, will be called Studio. It is expected to be sold at a price point that will attract middle-income shoppers.

It was not announced how many of the department store's more than 1,000 stores it will be available at.

In addition to the furniture line, the retailer announced it will also introduce a new line of a California lifestyle-inspired casual men's clothing from surfer Shaun Tomson and his wife, Carla. A new Miss Bisou clothing line for juniors is also planned for launch too.

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