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JCPENNEY REVEALS EXCLUSIVE NEW INTIMATES BY ELLE MACPHERSON

Company Boosts its Lingerie Departments with Certified Fit Specialists, Visual Enhancements and an Alluring Collection of Brands

PLANO, TX -- (Apr. 7, 2014) - JCPenney (NYSE: JCP) and legendary supermodel Elle Macpherson are taking the plunge this spring to introduce an exclusive new lingerie brand, THE BODY by Elle Macpherson Intimates(TM). Coinciding with the launch, JCPenney is creating an elevated shopping experience in lingerie by adding certified bra-fit specialists, enhancing its visual presentation and offering an alluring collection of bras, panties and shapewear from national and private brands - including the recent return of customer favorite, Ambrielle®.

The Body for Everybody

International supermodel and celebrity Elle Macpherson is bringing her nickname "The Body" to JCPenney with the debut of THE BODY by Elle Macpherson Intimates. The line of invisible t-shirt bras and panties are designed for comfort and fit in the flirty, feminine aesthetic for which Macpherson is known.

"I am intimately involved in the creation of all Elle Macpherson Intimates collections because I love helping women feel effortlessly beautiful. Lingerie is the first thing that she puts on every day, so it's important that it makes her feel special," said Elle Macpherson, creative director for Elle Macpherson Intimates. "Partnering with JCPenney allows me to fuel my passion for creating premium lingerie that is accessible to more women across America."

Available on jcp.com and in 300 stores starting April 11, the holistic collection offers four distinct bra styles in smooth, natural, boost and fit with corresponding features that allow women to choose their level of support from modest to maximum lift. Coordinating panties also come in a range of shapes such as hipster, bikini and thong in fabrications that include stretch, seamless, mesh patterns and lace.

"Elle Macpherson has been on the cutting edge of innovation in the intimate apparel industry for more than two decades, combining impeccable design with luxurious fabrics," said Ivy Spargo, SVP and general merchandise manager of intimate apparel for JCPenney. "We are thrilled to partner with Elle on this exclusive new collection and delighted to share her exceptional fashion expertise with our customers."

An Uplifting Experience

According to industry experts, about eight out of every 10 women wear the wrong bra size.* To ensure customers choose the right size and shape, certified bra specialists are now on-hand in every store who are extensively trained in the science of fit.  Additionally, more than 600 JCPenney stores will receive updates to its lingerie departments in May. New graphics, special fixturing and improved signage will better showcase the selection of sought-after brands, making the department a much easier place to shop. Similar to the apparel departments, lingerie will also feature average and full-figured mannequins to reinforce the availability of extended sizes.

Known for its portfolio of well-known trusted brands like Maidenform®, Bali®, Vanity Fair®, Playtex® and Warner's®, JCPenney also reintroduced Ambrielle after overwhelming customer response to restore this popular private label brand. An in-house team of designers reinvented the line using sumptuous fabrics that take into account the diversity of female shapes and sizes. More than 80 panty and 60 bra choices, ranging from average to full-coverage, blend fashion and function to provide everyday support - or a little ooh-la-la - for those special occasions.

"Shopping for lingerie is very personal, and women are often loyal to their preferred destination," Spargo added. "By offering the best brands, a greater level of service and an inspiring shopping environment, JCPenney is making the necessary improvements to reclaim its market share and attract an entirely new customer to our stores."

For product images and store b-roll, visit jcpnewsroom.com or jcpenney.com to view the entire collection.

*According to Consumer Validation of New Bra Concept study by Griffin Strategic Partners, August 23, 2011.

JCPenney Media Relations:
(972) 431-3400 or jcpnews@jcp.com

Elle Macpherson Intimates:
Arthur Gallego
(917) 593-3097 or arthur.gallego@bendon.com

About JCPenney:

J. C. Penney Company, Inc. (NYSE: JCP), one of the nation's largest apparel and home furnishing retailers, is dedicated to becoming America's preferred retail destination for unmatched style, quality and value. Across approximately 1,100 stores and at jcp.com, customers will discover an inspiring shopping environment that features the most sought after collection of private, national and exclusive brands and attractions. For more information, please visit jcp.com.

About Bendon Group:

Bendon Group (http://www.bendongroup.com) is a leading, global provider of intimate apparel.  Founded in New Zealand in 1947, the Company distributes its stylish and comfortable products across 34 countries.  Ranging from high fashion to every day wear, Bendon Group's products epitomise premium quality through design expertise and innovation.  The Company's iconic brand portfolio includes Elle Macpherson Intimates, THE BODY Elle Macpherson intimates, Macpherson Men, Stella McCartney Lingerie, Pleasure State, Lovable, Hickory, Davenport, Fayreform, Bendon, Bendon Man, Evollove. Elle Macpherson Intimates is currently celebrating its 25th year of award winning excellence.

This announcement is distributed by NASDAQ OMX Corporate Solutions on behalf of NASDAQ OMX Corporate Solutions clients.

The issuer of this announcement warrants that they are solely responsible for the content, accuracy and originality of the information contained therein.

Source: J. C. Penney Company, Inc. via Globenewswire

HUG#1774385

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