JCPenney is teaming up with Condé Nast to bring the Modern Bride magazine concept to its department stores, a move aimed to boost the retailer’s presence in the lucrative U.S. bridal market.
Condé Nast shuttered its Modern Bride and Elegant Bride money-losing magazines last year as the recession hit the bridal magazine industry hard. But now JCPenney is licensing the Modern Bride brand name and planning to roll out an array of bridal products targeted mainly to 25- to 34-year-old customers.
A fine jewelry line — including engagement rings and wedding bands — will be the first to launch in February.
“It will allow us to take our bridal business to the next level, creating an even more comprehensive and distinct destination for brides,” said Myron E. (Mike) Ullman, III, chairman and chief executive officer of JCPenney.
The chain, which operates more than 1,100 department stores nationwide, said its workers will receive specific training on the new bridal lines. — ap