JCPenney Home Launch


In their quest to revitalize JCPenney, new leadership placed particular emphasis on its Home department, investing considerable capital and effort. A series of collaborations (launched simultaneously!) with design luminaries including Michael Graves, Martha Stewart, Jonathan Adler and Sir Terence Conran brought the brand serious street cred, and posed a host of PR opportunities and challenges. Enter VP+C, engaged to trumpet JCPenney’s reinvention and remarkable new product offering while giving each of these superstars their due.

We wowed press with exclusive product picks and carefully coordinated designer access, as well as targeted key journalists for more in-depth coverage, scoring reports in all of the client’s “wish list” publications including The New York Times, House Beautiful, The Los Angeles Times and – a JCPenney first – a full-page in Architectural Digest.

Though the company reverted to its classic assortment less than a year after the Home relaunch, our team has continued to accumulate impressive coverage, sustaining impressions continuously since 2013, all while pivoting from super sexy designs to solid basics.

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