New Brand I "Heart" Ronson to Launch for Women Exclusively at JCPenney

Combines Designer Charlotte Ronson's Signature Feminine Touch With a Vintage Aesthetic; Offers Customers Chic, Downtown Style Shop Inside Ronson's Closet, Starting in Spring 2009

PLANO, Texas--(BUSINESS WIRE)--

J. C. Penney Company, Inc. (NYSE: JCP) today announced the launch of I "Heart" Ronson, a complete women's fashion sportswear line designed by Charlotte Ronson to be sold exclusively at JCPenney. The new collection, created for JCPenney's trendy lifestyle customer, will debut in JCPenney stores, online at jcp.com, and via catalog for spring 2009.

An innovator in the fashion industry, Charlotte Ronson is known for her trendsetting style, making her a favorite designer among the fashion industry, celebrities and socialites. I "Heart" Ronson, which takes its inspiration from today's modern woman, combines Ronson's signature feminine touch with a vintage aesthetic to create an effortlessly chic, downtown style.

"JCPenney is focused on bringing newness and excitement into our fashion assortment, by identifying the world's best designers and partnering with them to create lines just for our customer, at a smart price. The addition of I "Heart" Ronson is a stunning example of this initiative," said Ken Hicks, president and chief merchandising officer of JCPenney. "Charlotte Ronson is one of today's most innovative and adored new designers, and she has an exceptional vision of what our trendy customer wants. We are thrilled to be able to bring her unique style to JCPenney."

Offering a fun, flirty, edgy and sophisticated look all in one, the I "Heart" Ronson collection will allow customers to easily mix and match new pieces designed by Ronson with favorites in their own wardrobes to create their own signature looks. The collection will be showcased in JCPenney stores, with new fixtures designed like closets, allowing customers to "shop inside Charlotte Ronson's closet."

"I am delighted to create a new collection, I "Heart" Ronson for JCPenney. I see this as a great opportunity to open up my sense of fashion and style to a much wider audience," said Charlotte Ronson. "This is a tremendous opportunity to create a brand with appeal to a diverse customer base that I might not have been able to reach until now. I look forward to our launch with great anticipation."

Targeted towards the 21-35 year-old woman, I "Heart" Ronson will feature a complete sportswear line with tees, knit tops, blouses, sweaters, jeans, skirts, dresses and jackets. The collection will be offered at JCPenney's better pricing tier with items ranging from $15.00 for layering tees and tanks to $26.00-$44.00 for tops, sweaters and jeans to $40.00-$65.00 for dresses and jackets. The new brand will be supported by print, direct mail, preprint, specialty catalog and Internet marketing.

About JCPenney

JCPenney is one of America's leading retailers, operating 1,093 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet, 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 approximately $19.9 billion in 2007 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 Charlotte Ronson

Born in London into an artistic family and raised in New York, Charlotte Ronson followed the tradition by developing her own unique style at an early age. Friends took notice of her distinctive style, customized vintage tees and tanks, and asked her to create pieces for them. Ronson obliged and created her first collection, C. Ronson. In 2000, the C. Ronson collection evolved into a playful mix of 70's inspired cotton tees, tooshies (novelty lingerie pieces) and coveted wedge heels that put her on the map as a designer to be noticed. In May 2002, Ronson opened her flagship boutique on Elizabeth Street in New York's hip NoLita neighborhood, gathering additional international press coverage. In 2005, Ronson joined forces with Japanese apparel giant, Sanei International, rolling out 14 Charlotte Ronson boutiques in Japan, and began a U.S. and global expansion. Upon completion of the merger, Ronson re-positioned her brand, moving into a more sophisticated and upscale territory. C. Ronson became "Charlotte Ronson" - a natural evolution of the brand and an accurate reflection of who Charlotte is and what she and her customer want to wear. Ronson has developed a signature design aesthetic that is known for its feminine sensibility, and her originality in design continues to grow and mature each season, offering a full clothing collection and accessory line. Today the Charlotte Ronson collection has become a well-known international brand that can be found in the better department stores and boutiques throughout the world. Known for her impeccable style and trendsetting designs, Ronson's clothing and accessories have quickly become a favorite among such fashion forward celebrities, hipsters and socialites. As she expands the Charlotte Ronson brand and her range as a fashion designer, Ronson continues to move forward as a key trend setter and innovator in the fashion industry. Her sense of personal style, and knowledge of the market ensures her ongoing success as a designer.

Source: J. C. Penney Company, Inc.