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.