JCPenney Joins David's Bridal as Exclusive Wedding Registry Partner

Retailers Partner to Provide Customers One-Stop Shopping for Wedding Needs

PLANO, Texas--(BUSINESS WIRE)--

J.C. Penney Company, Inc. (NYSE:JCP) and David's Bridal today announced an exclusive retail partnership to serve the soon-to-be-married crowd. The partnership between JCPenney, which offers one of the nation's leading wedding registries in-store and via jcp.com - the largest general merchandise site on the Internet - and David's Bridal, the nation's foremost bridal authority with more than 278 stores nationwide, will provide customers with a one-stop destination for nearly all their wedding needs.

"At JCPenney, our objective is to make an emotional connection with our customers, and weddings are certainly emotional. Our success with brides is attributed, we believe, to the registry experience we offer. It goes well beyond products to include expert advice, helpful tools and valuable services that help to support the wedding planning process," said Mike Boylson, chief marketing officer for JCPenney. "With nearly one in three brides in the U.S. walking down the aisle wearing a David's Bridal wedding gown, JCPenney's partnership with the nation's largest bridal retailer will allow us to broaden our reach and connect with more registry customers than ever before."

About the Partnership:

As part of the partnership, all of David's Bridal's registered brides will be invited, via e-mail, direct mail or by David's Bridal consultants, to create a gift registry at JCPenney. Along with links to JCPenney's online wedding registry on davidsbridal.com, all David's Bridal stores will carry JCPenney's wedding registry brochure, highlighting the Company's array of wedding registry items and services. The partnership will also include a variety of joint marketing initiatives such as bridal shows, in-store events and contests, as well as special customer discounts and offers.

"David's Bridal's partnership with JCPenney represents an ongoing strategy to add value to our customer's shopping experience both in-store and on-line," stated Bob Huth, President and CEO of David's Bridal. "By partnering with best in brand companies that are leaders within their respective industries, such as JCPenney, David's Bridal has the ability to deliver an exceptional gift registry experience and provide one-stop shopping throughout the wedding event and beyond."

About JCPenney's wedding registry:

JCPenney offers one of the nation's largest wedding registries, boasting an expansive collection of proprietary and national brands with timeless style, exceptional quality and contemporary appeal. Registrants can make gift list selections from top brands in china, flatware, crystal, small electronics, cookware, linen and furniture. With more than a 1,000 JCPenney department stores as well as www.jcp.com offering a wide assortment from which to choose, brides and grooms will find everything they need to live "Happily Ever After."

Registry customers find that JCPenney is a one-stop destination for nearly all their wedding needs - from engagement rings and couple portraits, to salon services including hair, make-up and nails, and luggage for the honeymoon. Along with a selection of merchandise offering style and quality at a smart price, registry customers are treated to expert wedding and homemaking advice on jcp.com; a complimentary wedding planner and organizer that becomes a treasured keepsake; and in-store services such as salon and portrait studio.

About David's Bridal

David's Bridal, the only national bridal retailer, offers an extensive assortment of affordable and luxurious wedding gowns, bridal party attire and accessories, which enable the bride to outfit everyone in the wedding party, and are available to try on and take home the same day. Boasting endless personalization options, David's Bridal ensures every woman can express her unique personality with an unparalleled selection of apparel, accessories, invitations and gifts, all of which can be color coordinated according to the bride's preference. David's caters to busy brides with the convenience of one-stop shopping, offering head-to-toe dressing, on-site alterations, gown preservation services, an online gift and invitation storefront and exclusive vendor partnerships, to make the wedding planning process both easy and enjoyable.

About JCPenney

JCPenney is one of America's leading retailers, operating 1,048 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet, www.jcp.com, and the nation's largest general merchandise catalog business. Through these integrated channels, JCPenney offers a wide array of national, private and exclusive brands which reflect the Company's commitment to providing customers with style and quality at a smart price. Traded as "JCP" on the New York Stock Exchange, the Company posted revenue of $19.9 billion in 2006 and is executing its strategic plan to be the growth leader in the retail industry. Key to this strategy is JCPenney's "Every Day Matters" brand positioning, intended to generate deeper, more emotionally driven relationships with customers by fully engaging the Company's 155,000 associates to offer encouragement, provide ideas and inspire customers every time they shop with JCPenney.

About David's Bridal

With more than 50 years of bridal experience, David's Bridal understands the importance of providing brides-to-be with a vast selection of exquisitely crafted dresses, available at affordable prices. Today, with more than 278 locations nationwide, David's Bridal continues to expand its retail store locations, while maintaining its philosophy of superior quality, value and service. To locate a store nearby, consumers can call 1-877-693-BRIDE or visit www.davidsbridal.com.

Source: J. C. Penney Company, Inc.